(SEATTLE) – Blue Nile, the largest online retailer of graded diamonds, diamond engagement rings and fine jewelry, announced a paradigm shift to seamlessly extend its ecommerce offerings with offline experiences. Blue Nile will embark on a massive brick-and-mortar expansion, opening three new showrooms in Q4 2020, and plans to open 50 new showrooms targeting the top 50 markets over the next three years. This concept will expand to traditional, high-end malls, open-air malls, and urban, street-side locations. A new showroom opened yesterday at Park Meadows in Lone Tree, Colo. A showroom will open near Denver, on Nov. 2 at Fashion Island in Irvine, Calif. and on Nov. 9 at Oakbrook Center in Oakbrook, Ill., near Chicago.
Under new leadership with CEO, Sean Kell, and a revamped management team, Blue Nile is building on their 20+ year heritage to extend and elevate the brand at each touchpoint. According to a 2019 Google/Ipsos Global Retail Study, 83% of U.S. shoppers said they used online search before going into a store. Blue Nile’s retail expansion creates a shopping experience for customers to explore the brand’s fine diamond and engagement jewelry products, both online and offline. According to Blue Nile, customers can research rings online with access to more than 150,000 GIA graded diamonds and have the option to visit Blue Nile showrooms informed, ready to ask questions and see fine diamond and engagement jewelry and feel in control of their purchase.
“Our customers value our wonderful and expansive assortment, incredible quality and accessible internet-based pricing, and they love coming into a physical showroom to feel and touch our jewelry before they purchase. Our five showrooms, prior to Park Meadows, are popular amongst shoppers and this expansion allows us to share the Blue Nile brand and experience in new markets,” said Kell. “We want our customers to feel confident in a milestone purchase like a diamond engagement ring, so we’re growing our store network to connect in-person with those seeking to try-on our products and receive advice from our diamond experts to create the engagement ring of their dreams.”
“With more and more consumers shopping online first, Blue Nile’s business model is in a strong position to share its fine jewelry through unique experiences tailored to current customer needs,” said Kell. “Brands like ours are finding success by creating a true partnership between physical retail and ecommerce, making our showrooms an extension of our special online offerings, like building your own ring, and providing the expert service consumers expect from Blue Nile. For two decades, we’ve been delighting customers, and that foundation helps us deliver amazing experiences now and as we continue to evolve in the future.”