Blue Nile plots further expansion into bricks and mortar retail


Jewellery e-tailer Blue Nile is continuing its expansion to bricks and mortar retail with the opening of a sixth webroom. The platform, which enables visitors to view products in-store and place orders online, will be located at the Mall at Rockingham Park in Salem, New Hampshire.


A hybrid of e-commerce and physical retail, webrooms are low-overhead installations that allow shoppers to better interact with Blue Nile’s jewellery selection. In these locations, consumers can access an online catalog of 150,000 independently graded diamonds from in-store tablets. Transactions can take place online via the tablets or later from the customers’ own devices.


According to Blue Nile, this innovative format enables it to generate higher sales per square foot than a traditional jeweler—while also maintaining incredibly competitive prices.


While the brand’s other webrooms are located in the U.S. (including Long Island, New York; White Plains, New York; Portland, Oregon; Fairfax County, Virginia; and Bellevue, Washington), Canadian jewellers must prepare themselves for the potential onslaught of this new form of retailing. Consider integrating your e-commerce experience into your bricks-and-mortar experience for a one-of-a-kind showroom that will entice and enthrall clients.

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