Online jewelry retailer continues leap into brick-and-mortar

Blue Nile made its brick-and-mortar debut last June, and the company is so pleased with the results that it plans to add more stores.



The online jeweler announced it will open its second physical outpost, at the Westchester Mall in White Plains, New York, by early summer. It is the first of up to four locations the company plans to open this year.



Blue Nile’s first and only store (or “Webroom” as the company calls it) to date is located at Roosevelt Field Mall in Garden City, New York. It offers a hybrid on-and-offline shopping experience. In addition to the physical displays, shoppers view products and place orders on in-store tablets with the help of associates.



“The first Webroom greatly exceeded our expectations, and we’re excited to expand this shopping experience, which is unlike any other in jewelry retail,” said Blue Nile chief merchandising officer, Julie Yoakum. “The efficiencies of the Webroom and our online model allow us to simultaneously leverage and disrupt the brick-and-mortar experience.”