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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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When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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