CollectionsFeb 21, 2025
Piece of the Week: Jade Ruzzo’s ‘Tennessee’ Oval Drop EarringsHeidi Gardner, an SNL cast member, wore the smoky quartz earrings on the “SNL50: The Anniversary Special” red carpet on Sunday.
MajorsOct 05, 2020
Blue Nile to Open 50 New Showrooms
CEO Sean Kell explains how the jewelry e-tailer’s expansion plans will blend the online and in-store shopping experience.
A new Blue Nile location just opened in Lone Tree, Colorado as part of the company's plan to open 50 new showrooms over the next three years.
Seattle—At a time when many retailers are downsizing in the wake of COVID-19, Blue Nile is taking the road less traveled and plotting its expansion.
The jewelry e-tailer announced its brick-and-mortar expansion Monday, with plans to open 50 new locations in the top 50 metro-area markets in the U.S. over the next three years.
There are currently five showrooms in the U.S., in New Hampshire, New York, Oregon, Virginia and Washington.
“We want to be where our customers shop, so they can interact with Blue Nile on their terms,” CEO Sean Kell said in an email to National Jeweler.
“By localizing the approach, Blue Nile will be able to offer a seamless experience to customers who are actively shopping both traditional retail and online throughout the year.”
Unlike a traditional retail setting, its stores operate as showrooms, giving the customers a hands-on feel for its jewelry before they complete the purchase online.
“It’s an intimate, personalized experience that links traditional retail with our online business, allowing customers to access our almost limitless assortment while physically interacting with the product,” Kell said.
The jewelry e-tailer announced its brick-and-mortar expansion Monday, with plans to open 50 new locations in the top 50 metro-area markets in the U.S. over the next three years.
There are currently five showrooms in the U.S., in New Hampshire, New York, Oregon, Virginia and Washington.
“We want to be where our customers shop, so they can interact with Blue Nile on their terms,” CEO Sean Kell said in an email to National Jeweler.
“By localizing the approach, Blue Nile will be able to offer a seamless experience to customers who are actively shopping both traditional retail and online throughout the year.”
Unlike a traditional retail setting, its stores operate as showrooms, giving the customers a hands-on feel for its jewelry before they complete the purchase online.
“It’s an intimate, personalized experience that links traditional retail with our online business, allowing customers to access our almost limitless assortment while physically interacting with the product,” Kell said.
Blue Nile's showrooms allow customers to browse in-store and then purchase online.
The expansion plans were in the works before COVID-19 hit, but the company pushed forward as it expects in-store shopping to resume as a primary shopping channel in the U.S.
“Despite the pandemic, we’ve seen a pent-up demand for proposals and engagement rings,” Kell said.
“While we could have not predicted coronavirus to hit when expansion plans were already in motion, it is our responsibility to proceed with caution.”
To kick off the expansion, three new showrooms will open in the fourth quarter of 2020.
A showroom opened Monday in Lone Tree, Colorado, near Denver. A second location will open in Irvine, California on Nov. 2, and another in Oakbrook, Illinois, near Chicago, on Nov. 9.
The other locations will be opening in high-end malls, open air malls and urban, street-side locations, said Blue Nile.
The goal is to blend the online and in-store shopping experience seamlessly.
The company highlighted a 2019 Google/Ipsos Global Retail Study that found 83 percent of U.S. shoppers said they used online search before going into a store.
Editors' Picks
Sponsored by
Blue Nile’s website features more than 150,000 diamonds, graded by GIA, for customers to browse through, it said.
While the company’s stores are implementing strict health and safety protocols, there are options available to customers who aren’t near a showroom or don’t feel comfortable visiting one just yet.
Virtual appointments, a service it’s offered for 20 years, has grown in popularity in light of the COVID-19 pandemic.
The company is rolling out a new virtual appointment tool this fall, aiming to make the experience more personable and accessible.
Blue Nile diamond jewelry consultants can guide customers through the website, help them build a ring and offer guidance on diamond buying.
“Brands like ours are finding success by creating a true partnership between physical retail and e-commerce, 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,” Kell said in a press release announcing the plans.
For more information about Blue Nile’s virtual appointments, visit the Blue Nile website.
More on Majors
The Latest
SourcingFeb 21, 2025
Zambia Lifts 15% Export Duty on Gemstones, Metals The reversal comes less than two months after the Zambian government reinstated the tax in an effort to bring in more money.
SourcingFeb 20, 2025
Anglo Writes Down Value of De Beers by $2.9B As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.
Brought to you by
Get Ready for the JA New York Spring ShowThis year will feature a new MJSA Showcase and partnership with Piazza Italia.
SourcingFeb 20, 2025
Harry Winston’s Son Donates Fancy Red Diamond to the SmithsonianRonald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.
Weekly QuizFeb 21, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 20, 2025
GJEPC Names New Chairman, Vice ChairmanKirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.
IndependentsFeb 20, 2025
IJO Elects 4 New Board MembersAlisha Cornett, Nic Faini, Eric Stevens, and Seth Shipley have joined the organization’s board of directors for a three-year term.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
CrimeFeb 19, 2025
Brink’s to Pay $42M After Admitting to Illegally Transporting MoneyThe company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.
SourcingFeb 19, 2025
Diamond Mining Company CEO Steps Down Amid Sales Slump, LayoffsPetra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.
ColumnistsFeb 19, 2025
The Smart Lab: Maximizing Your Jewelry Brand on PinterestPinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
CollectionsFeb 19, 2025
Swarovski’s NYC Flagship Celebrates Ariana Grande CollabThe store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.
Policies & IssuesFeb 18, 2025
New Customs Requirements for Diamond Imports: What We KnowBeginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.
AuctionsFeb 18, 2025
A Menagerie of Fabergé Coming to Sotheby’sAround 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.
SourcingFeb 18, 2025
Celine Assimon Stepping Down as CEO of De Beers JewellersAssimon will be leaving at the end of February after nearly five years with De Beers.
CollectionsFeb 18, 2025
Tabayer Debuts Its First Men’s Jewelry SelectionsDesigns from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.
SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana SapphiresThe wholesale collection features material from the Rock Creek mine in a variety of colors.
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ StarThe “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ RingShow some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting EdgeAGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
CollectionsFeb 13, 2025
Royal Chain Releases Its Spring 2025 CatalogMore than 400 new pieces are featured in the supplier’s latest catalog.
TrendsFeb 13, 2025
Amanda’s Style File: Hearts for Valentine’s DayThis curation celebrates love with heart-shaped jewelry of all shapes and sizes.
Policies & IssuesFeb 13, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsFeb 12, 2025
5 Engagement Ring Trends Expected to Rule 2025From chunky bands to vintage diamond cuts and bezel settings, these are the trends experts are seeing take over the bridal market.
EditorsFeb 12, 2025
Q&A: Marion Fasel on the History of Diamond Engagement RingsFasel discusses researching her new book, the most enduring engagement ring styles, and the diamond shape Taylor Swift will pick.
