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Blue Nile to Expand Brick-and-Mortar Presence with Another Store

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This will be its 6th physical location.

SEATTLE — Online jeweler Blue Nile plans to open its sixth “webroom” in the Mall at Rockingham Park in Salem, NH.

The location, which will open in fall, “will create a retail experience that brings the best parts of online shopping to life in a physical space,” according to a press release.

Webrooms are low-overhead installations that create a hybrid online/offline shopping experience and allow shoppers to try on engagement rings, view more than 400 pieces of jewelry from every angle, and get advice from non-commissioned consultants. Shoppers can access an online catalog of 150,000 independently-graded diamonds from in-store tablets.

All transactions continue to happen online via in-store tablets, or customers can order at a later time on their own smartphone, PC or tablet, or through Blue Nile’s website.

Blue Nile’s other physical stores are in Portland, OR; Long Island, NY; White Plains, NY; Fairfax County, VA; and Bellevue, WA.

“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 Blue Nile CEO Jason Goldberger.

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Seattle-based Blue Nile was acquired in a $500 million deal earlier this year by an investor group made up of funds managed by Bain Capital Private Equity and Bow Street LLC.

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