SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
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
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
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.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
