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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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It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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