Online diamond retailer Blue Nile announced plans to open 50 showrooms over the next three years.
The “massive brick-and-mortar expansion” will target the top 50 markets, the company said in a press release. The concept will expand to traditional, high-end malls; open air malls; and urban, street-side locations, according to the release.
Showroom openings were set for Oct. 5 at Park Meadows in Lone Tree, CO, near Denver; Nov. 2 at Fashion Island in Irvine, CA; and Nov. 9 at Oakbrook Center in Oakbrook, IL, near Chicago.
“Our customers value our wonderful and expansive assortment, incredible quality and accessible internet-based pricing, and they love coming into a physical showroom to feel and touch our jewelry before they purchase. Our five showrooms, prior to Park Meadows, are popular amongst shoppers and this expansion allows us to share the Blue Nile brand and experience in new markets,” said Sean Kell, CEO of Blue Nile. “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.”
Kell added: “With more and more consumers shopping online first, Blue Nile’s business model is in a strong position to share its fine jewelry through unique experiences tailored to current customer needs. Brands like ours are finding success by creating a true partnership between physical retail and ecommerce, making our showrooms an extension of our special online offerings, like building your own ring, and providing the expert service consumers expect from Blue Nile. For two decades, we’ve been delighting customers, and that foundation helps us deliver amazing experiences now and as we continue to evolve in the future.”