Blue Nile to Open 50 New Showrooms

RAPAPORT… Blue Nile plans to expand its brick-and-mortar offering, opening 50 new locations in its top markets over the next three years, it said Monday.

The spaces will be situated in both high-end and open-air malls, as well as urban, street-side locations, the jeweler noted. The company opened the first outlet Monday outside Denver, Colorado, with an Irvine, California, store due to debut November 2, and one near Chicago, Illinois, set for November 9.

Blue Nile is opening more physical stores to meet consumer needs, as a majority revealed they preferred to search for jewelry online before purchasing in a brick-and-mortar location, according to a 2019 Google/Ipsos Global Retail Study the company cited.

“Our customers…love coming into a physical showroom to feel and touch our jewelry before they purchase. Our five showrooms, prior to [the newest], are popular amongst shoppers and this expansion allows us to share the Blue Nile brand and experience in new markets,” said Blue Nile CEO Sean 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.”

Image: The new brick-and-mortar store in Colorado. (Blue Nile)