Online jeweler expanding in brick-and-mortar

Blue Nile jumped into the physical space last summer with a store at Roosevelt Field mall in Garden City, New York, but it’s not stopping there.



The online jeweler has opened two additional locations, at Tysons Corner Center mall in Fairfax County, Virginia, and at The Westchester mall in White Plains, New York. Blue Nile will open a fourth store later this summer, at the Washington Square mall in Portland, Oregon.



Blue Nile stores, which the company calls “webrooms,” are designed to bring the online shopping experience to life in a physical environment. Consumers are able to view more than 400 styles in person, try on engagement rings, and consult with the non-commissioned store associates. All transactions occur online, either via in-store tablets or by the customer at home.



“Today’s shopper wants the freedom to shop on their own terms, and without high-pressure sales tactics and needlessly inflated prices,” said Blue Nile president, chairman, CEO Harvey Kanter. Our webroom gives them the ability to see, touch, and feel our jewelry with the benefits of superior online selection and value.”