ColumnistsMay 10, 2022
Metaverse and Web 3.0: Why & How Jewelers Should Get Involved TechnologyMay 11, 2022
Meta, the Company Formerly Known as Facebook, Opens its First Store
The tech giant’s store will introduce shoppers to the metaverse.
Meta, formerly known as Facebook, opened its first store in Burlingame, California, stocking hardware that can introduce shoppers to the metaverse. (Image courtesy of Meta)
Burlingame, Calif.—Meta, the tech company formerly known as Facebook, opened its first physical retail space Monday on its Burlingame, California campus.
The new store gives customers hands-on experience with hardware that can bring them into the metaverse, as well as a virtual space where users can interact with a computer-generated environment and socialize with other users.
“We’re not selling the metaverse in our store, but hopefully people will come in and walk out knowing a little bit more about how our products will help connect them to it,” said Martin Gilliard, head of Meta Store, in a post on Meta’s blog announcing the new store.
“Once people experience the technology, they can gain a better appreciation for it.”
Customers will be able to purchase Meta Quest 2, the second iteration of the company’s virtual reality headset, which retails for $299, and accessories for the headset, like a carrying case.
There’s an interactive display wall and a demo area where visitors can play a variety of games, like golf or fishing, on wall-to-wall curved LED screens that display what they’re seeing in the headset to other customers.
When the demo is over, users will get a 30-second clip of the experience to share with friends.
Meta Portal video-calling devices, which feature AI-powered smart cameras, are also available for purchase at the store.
There’s a demo area for Portal devices as well, letting visitors place a video call to a retail associate who can walk them through all the features.
Visitors can also test out Ray-Ban Stories, the sunglasses brands’ first smart glasses, though they have to be purchased directly from Ray-Ban.
The smart specs allow wearers to take photos and videos from a first-person perspective and share them through Meta-owned Facebook, Instagram, and WhatsApp.
Related stories will be right here …
The new store gives customers hands-on experience with hardware that can bring them into the metaverse, as well as a virtual space where users can interact with a computer-generated environment and socialize with other users.
“We’re not selling the metaverse in our store, but hopefully people will come in and walk out knowing a little bit more about how our products will help connect them to it,” said Martin Gilliard, head of Meta Store, in a post on Meta’s blog announcing the new store.
“Once people experience the technology, they can gain a better appreciation for it.”
Customers will be able to purchase Meta Quest 2, the second iteration of the company’s virtual reality headset, which retails for $299, and accessories for the headset, like a carrying case.
There’s an interactive display wall and a demo area where visitors can play a variety of games, like golf or fishing, on wall-to-wall curved LED screens that display what they’re seeing in the headset to other customers.
When the demo is over, users will get a 30-second clip of the experience to share with friends.
Meta Portal video-calling devices, which feature AI-powered smart cameras, are also available for purchase at the store.
There’s a demo area for Portal devices as well, letting visitors place a video call to a retail associate who can walk them through all the features.
Visitors can also test out Ray-Ban Stories, the sunglasses brands’ first smart glasses, though they have to be purchased directly from Ray-Ban.
The smart specs allow wearers to take photos and videos from a first-person perspective and share them through Meta-owned Facebook, Instagram, and WhatsApp.
Meta’s 1,550-square-foot store is strategically located near Reality Labs HQ, the home base of the research teams behind Meta’s augmented and virtual reality technologies. Meta operates 12 research facilities worldwide.
“Having the store here in Burlingame gives us more opportunity to experiment and keep the customer experience core to our development. What we learn here will help define our future retail strategy,” said Gilliard.
“Ultimately, our goal with the Meta Store is to show people what’s possible with our products today, while giving a glimpse into the future as the metaverse comes to life—and hopefully demystifying that concept a bit in the process,” said Meta.
SEE: Take a Look Inside the Meta Store
The new Meta store opened in Burlingame, California earlier this week.
Visitors can try and buy select Meta products, like the Meta Quest 2, a virtual reality headset.
The demo area for the Meta Quest 2 features wall-to-wall curved LED screens to show what a user is seeing on the headset.
Customers can also test out Ray-Ban Stories, the brand’s first smart glasses that can take pictures and video.
Facebook renamed itself Meta in November 2021 at a time when it was in the spotlight for its role in spreading misinformation. The company attributed the change to its “all-in” attitude on the metaverse.
The metaverse revenue opportunity was valued at $500 billion in 2020, according to a 2021 Bloomberg report, and could grow to $800 billion by 2024.
With such a lucrative, relatively untapped market up for grabs, luxury brands have been staking their claim in the metaverse, looking to capture the attention of tech-savvy Gen Z shoppers.
Last May, Gucci and Roblox, a popular metaverse platform, teamed up on the Gucci Garden experience in honor of the brand’s 100th anniversary. For two weeks only, visitors could walk through the garden, and try on and purchase digital products for their avatars.
In September 2021, Balenciaga partnered with video game Fortnite to create digital merchandise inspired by real-life designs.
National Jeweler columnists Duvall O’Steen and Jen Cullen Williams took a deep dive into the metaverse in their latest column, highlighting what jewelers should know and how they can be a part of it.
“Jewelry is the perfect category for the metaverse,” Syama Meagher, CEO and chief retail strategist at Scaling Retail, is quoted in the column as saying.
“It is collectible by nature, perfect for collaborations, and carries more brand loyalty than clothing. We have to ask ourselves, how do our brands create meaning in a virtual world where people are congregating and socializing?”
During the annual Jewelry Market Week in Las Vegas in June, the JCK Show will feature an opening keynote on the topic by Swan Sit, former global head of digital marketing at Nike, Estée Lauder, and Revlon.
Called “Web3 Is Coming—Navigating the Past, Present, and Future of Retail,” the talk is scheduled for Friday, June 10 at 8:30 a.m. at The Venetian and is open to all registered badge holders.
The metaverse revenue opportunity was valued at $500 billion in 2020, according to a 2021 Bloomberg report, and could grow to $800 billion by 2024.
With such a lucrative, relatively untapped market up for grabs, luxury brands have been staking their claim in the metaverse, looking to capture the attention of tech-savvy Gen Z shoppers.
Last May, Gucci and Roblox, a popular metaverse platform, teamed up on the Gucci Garden experience in honor of the brand’s 100th anniversary. For two weeks only, visitors could walk through the garden, and try on and purchase digital products for their avatars.
In September 2021, Balenciaga partnered with video game Fortnite to create digital merchandise inspired by real-life designs.
National Jeweler columnists Duvall O’Steen and Jen Cullen Williams took a deep dive into the metaverse in their latest column, highlighting what jewelers should know and how they can be a part of it.
“Jewelry is the perfect category for the metaverse,” Syama Meagher, CEO and chief retail strategist at Scaling Retail, is quoted in the column as saying.
“It is collectible by nature, perfect for collaborations, and carries more brand loyalty than clothing. We have to ask ourselves, how do our brands create meaning in a virtual world where people are congregating and socializing?”
During the annual Jewelry Market Week in Las Vegas in June, the JCK Show will feature an opening keynote on the topic by Swan Sit, former global head of digital marketing at Nike, Estée Lauder, and Revlon.
Called “Web3 Is Coming—Navigating the Past, Present, and Future of Retail,” the talk is scheduled for Friday, June 10 at 8:30 a.m. at The Venetian and is open to all registered badge holders.
Editors' Picks
Sponsored by
More on Technology
The Latest
PodcastsJan 21, 2026
Episode 1: High Gold Prices, the Diamond Dilemma, & What’s NextWas 2025 a good year for jewelers? Did lab-grown diamonds outsell natural? Find out on the first episode of the “My Next Question” podcast.
EditorsJan 21, 2026
6 Jewelry Designers Poised to Have a Breakout Year in 2026Whether you recognize their jewels or are just discovering them now, these designers’ talent and vision make them ones to watch this year.
SourcingJan 21, 2026
Tucson Preview 2026: Earthy Tones and Innovative Shapes Buyers are expected to gravitate toward gemstones that have a little something special, just like last year.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CrimeJan 21, 2026
4 Men Charged in $1.7M California Smash-and-Grab Jewelry Store RobberyPlus, JSA’s Scott Guginsky discusses the need for jewelers to take more precautions as the gold price continues to climb.
Weekly QuizJan 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJan 21, 2026
Delaware Jeweler Felice Morris Dies at 91Morris’ most cherished role was being a mother and grandmother, her family said.
CollectionsJan 21, 2026
Bulgari Weaves New Collection of ‘Vimini’ Creations“Vimini” is the first chapter of the “Bulgari Eternal” collection that merges archival pieces with modern creations.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
Events & AwardsJan 21, 2026
Jewelers Mutual’s ‘Conversations’ Retreat Returns to Discuss AIThe third edition will be held in Half Moon Bay, California, in April.
Events & AwardsJan 20, 2026
These Are the 5 Finalists for the David Yurman Gem Awards GrantThe grant is in its first year and was created to recognize an exceptional fine jewelry designer whose star is on the rise.
ColumnistsJan 20, 2026
First-Party Data Is the Most Valuable Asset Jewelers Have in 2026Data built on trust, not tracking, will be key to success going forward, as the era of “borrowed attention” ends, Emmanuel Raheb writes.
MajorsJan 20, 2026
Borsheims Hires New Assistant Facilities ManagerHeath Yarges brings two decades of experience to the role.
EditorsJan 16, 2026
Remembering Pete Yantzer for His Contributions and His Kindness Pete’s boundless curiosity extended beyond diamond cut and he was always eager to share his knowledge with others, no matter the topic.
FinancialsJan 16, 2026
Richemont’s Jewelry Brands Shine in Q3Cartier, Van Cleef & Arpels, Buccellati, and Vhernier had another successful holiday season, Richemont reported this week.
TrendsJan 16, 2026
Diane Lane's Brooch Buzzes at the 2026 Golden GlobesOur Piece of the Week is Lagos’ “Bee” brooch that was seen on the red carpet for the first time on Sunday.
CrimeJan 15, 2026
D.C. Rapper ‘Taliban Glizzy’ Sentenced to 18+ Years for Jewelry Store RobberiesTrevor Jonathan Wright led a crew in a string of armed robberies targeting South Asian-owned jewelry stores on the East Coast.
Events & AwardsJan 15, 2026
Jewelers of Americas’ ‘20 Under 40’ Nominations Now OpenThe program recognizes rising professionals in the jewelry industry.
Events & AwardsJan 15, 2026
Registration for JCK Las Vegas 2026 Is Now OpenA new lifestyle section and a watch showcase have been added to this year’s event.
TrendsJan 15, 2026
Don’t Double-Dip With This Golden ChipAvocados From Mexico is celebrating those who love to double-dip in game day guacamole with a 14-karat yellow gold tortilla chip necklace.
SourcingJan 15, 2026
Nearly 42-Carat Blue Diamond Discovered in South AfricaPetra Diamonds unearthed the 41.82-carat, Type IIb blue diamond at the Cullinan Mine.
CollectionsJan 14, 2026
Marie Lichtenberg Lassos Leather for New BraceletsThe brand is trading its colorful fabric cords for Italian leather in its “Lasso” baby locket bracelets.
MajorsJan 14, 2026
Saks Files for Bankruptcy, Names New CEOThe department store chain owes millions to creditors like David Yurman, Roberto Coin, Kering, and LVMH.
CollectionsJan 14, 2026
Boucheron Names Colman Domingo as Brand AmbassadorThe award-winning actor’s visionary approach and creativity echo the spirit of Boucheron, the brand said.
IndependentsJan 14, 2026
Kansas Jeweler Wins 2025 ‘Wag’ AwardEdge Retail Academy honored Burnell’s Fine Jewelry in Wichita, Kansas, with its annual award for business excellence.
ColumnistsJan 13, 2026
2025 Was a ‘Price Up, Units Down’ Year, Here’s What That Signals for 2026 In a market defined by more selective consumers, Sherry Smith shares why execution will be independent jewelers’ key to growth this year.
IndependentsJan 13, 2026
Orr’s Jewelers Opens New Location in Pittsburgh’s Strip DistrictThe family-owned jeweler’s new space is in a former wholesale produce market.
CrimeJan 13, 2026
Alleged Getaway Driver Charged in Florida Jewelry Store RobberyIvel Sanchez Rivera, 52, has been arrested and charged in connection with the armed robbery of Tio Jewelers in Cape Coral, Florida.
