IndependentsJul 14, 2026
Foundrae Opens First Standalone Store Outside USThe New York-based jewelry brand has expanded overseas, opening a store in London’s Mayfair district.
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.
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
ColumnistsJul 14, 2026
Sherry Smith: What Today’s Jewelry Consumer Is Telling Us Rising revenue does not automatically mean a healthy business, particularly in the current economic landscape, Smith writes.
TrendsJul 14, 2026
Amanda’s Style File: Shoulder Dusters These long, fluid drop earrings are sure to catch the eye.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
CrimeJul 14, 2026
Man Charged in $1M Jewelry Store Heist Lands on FBI Most Wanted ListAlberto Perez-Elias is one of four men charged with robbing a Cape Coral, Florida, jewelry store and is the only one still at large.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 14, 2026
Conference on Mining, Sustainability Kicks Off in NYCInitiatives in Art and Culture is hosting its 16th annual Gold and Diamond Conference, with the theme of “Resilience.”
Lab-GrownJul 13, 2026
Stephanie Gottlieb Changes Her Mind on Lab-Grown DiamondsThe designer, who once said she’d never sell lab-grown diamonds, debuted two capsule collections designed to be fun and easy to wear.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJul 13, 2026
De Beers Announces Potential Layoffs, 2-Year Production Pause at VenetiaThe diamond miner and marketer is undergoing another round of cost-cutting measures ahead of its sale by Anglo American.
Events & AwardsJul 13, 2026
Registration Opens for JIS Fall 2026 ShowThe annual trade-only buying event is slated for Oct. 16-19 in Miami Beach, Florida.
Events & AwardsJul 13, 2026
AGTA Accepting Entries for Spectrum 2026AGTA also has announced the lineup of judges for the colored gemstone cutting and jewelry design contest’s various categories.
TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
