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Blue Nile to Open Sixth Webroom

Format enables higher sales per square foot than traditional jewelers, company says.
Jul 23, 2017 4:26 AM   By Rapaport News
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RAPAPORT... Online jewelry retailer Blue Nile continues its expansion to physical locations as it plans to open a sixth webroom later this year. The platform will be located at the Mall at Rockingham Park, in Salem, New Hampshire, enabling visitors to view products in-store and place orders online.

Unlike traditional jewelry stores, webrooms are low-overhead installations that create a hybrid online/offline shopping experience and allow shoppers to try on an assortment of engagement rings, and view jewelry from every angle.

Shoppers can access an online catalog of 150,000 independently graded diamonds from in-store tablets, with the help of non-commissioned consultants Transactions can take place online via the tablets or later from the customers’ own smartphone, PC or tablet.

The company has said the format enables it to generate higher sales per square foot than a traditional jeweler while maintaining prices far below competitors.

“The webroom experience will offer people in the Boston metro area a new way to shop for the symbols of life’s celebrations, including diamonds, engagement rings and fine jewelry,” said CEO Jason Goldberger (pictured).

Blue Nile already has webrooms in Long Island, New York; White Plains, New York; Portland, Oregon; Fairfax County, Virginia; and Bellevue, Washington. The company opened its first Webroom at the Roosevelt Field Mall in Long Island in June 2015.
Tags: Blue Nile, diamond, Jewelry, Online, Rapaport News, retail, webrooms
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