ColumnistsApr 30, 2026
Peter Smith: A Sleazy Salesman and the Case for Regret Avoidance Smith uses a comment he overheard in the grocery store to remind retailers that their job is to inspire buying behavior, not just sell.
EditorsFeb 17, 2016
What an Online Retailer Learns by Going Brick-and-Mortar
Editor-in-Chief Michelle Graff sits down with the founder of Stone & Strand to better understand what the e-tailer hopes to gain by opening a physical space.
Online retailer Stone & Strand just opened its first showroom, which is attached to its office space in New York City’s Tribeca neighborhood.
I haven’t had the chance yet to ride the Long Island Railroad to Blue Nile’s “webroom” at the Roosevelt Field Mall, but I am curious to learn more about online retailers’ goals in going off-line, so to speak.
So, last evening I hopped on the New York City subway and headed a (very short) distance uptown to sit down with Nadine McCarthy.
Nadine is the founder of Stone & Strand, a jewelry e-tailer that just opened its first physical location, a lovely, very New York City-esque showroom attached to their office in Manhattan’s Tribeca neighborhood.
The company recently relocated its office from SoHo to Tribeca expressly for the purpose of gaining more square footage and opening a store, of sorts.
Here’s why.
1) They can get to know their customers personally. This is the first, and most obvious, of the objectives but a very important one nonetheless. Who are these people buying jewelry on Stone & Strand? What are their interests and hobbies outside of online jewelry shopping? And, how can this inform what trends will appeal to them and, ultimately, what Stone & Strand should buy to sell to its customers?
As I’ve written on this blog before, the Internet will never become a full substitute for human interaction. People always will desire direct contact with other human beings and, perhaps, will crave it as technology becomes even more pervasive and we spend an increasing amount of time each day staring at a screen of some sort.
That is why we are witnessing this current evolution in retail, this blurring of the lines between online and off, and designer/brand and retailer. “The delineations,” Nadine observed, “are not as clear as they used to be,” and she’s right.
Brick-and-mortar retailers might bemoan the overhead costs of operating a store, but the face-to-face interaction with customers that it affords them is very important. It’s what online retailers are finding that they are missing by operating a virtual store.
2) They can test out ideas for potential future expansion. Nadine said the company does not have any plans to be a full-fledged brick-and-mortar retailer but, rather, will always just look at physical locations to support their core business, which is selling jewelry online.
Another shot inside the Stone & Strand showroom. Nadine said the team purchased the vintage prints in Paris.
Still, opening this current store will tell
Editors' Picks
Sponsored by
them what their customers like, or don’t like, about the space, its layout, its hours, its selection, etc. This could work to inform potential future showrooms in the e-tailer’s key markets.
Right now, customers who come into the showroom can purchase a piece and walk out with it, as along as Stone & Strand has it in stock. But, if they opened more stores, would they all work this way, or would it be a buy-online-only model? Nadine said these are the kind of questions they are hoping this first space will help them answer.
(For everybody reading this article who is wondering about the sales tax impact of this online retailer opening a store, there is none. Stone & Strand already had to collect sales tax here in New York.)
3) They have a space for events that reflects the brand. There’s certainly no dearth of places to throw a great party in New York City but events are, number one, not cheap, and number two, might not exactly reflect one’s brand.
And that’s what Nadine says Stone & Strand likes about having its own space that’s open to the public—it gives them a place to hold events that are decorated exactly like they want it.
The space is on a beautiful cobblestone street in Tribeca and, incidentally, right down the block from both a Shinola store and the Gurhan Atelier. There are vintage fashion prints on the wall and also some modern shots from a well-known fashion photographer with whom Stone & Strand has struck up a partnership.
It’s not too stuffy or old-school, or too urban and hip. It simply says “Stone & Strand.”
Right now, customers who come into the showroom can purchase a piece and walk out with it, as along as Stone & Strand has it in stock. But, if they opened more stores, would they all work this way, or would it be a buy-online-only model? Nadine said these are the kind of questions they are hoping this first space will help them answer.
(For everybody reading this article who is wondering about the sales tax impact of this online retailer opening a store, there is none. Stone & Strand already had to collect sales tax here in New York.)
3) They have a space for events that reflects the brand. There’s certainly no dearth of places to throw a great party in New York City but events are, number one, not cheap, and number two, might not exactly reflect one’s brand.
And that’s what Nadine says Stone & Strand likes about having its own space that’s open to the public—it gives them a place to hold events that are decorated exactly like they want it.
The space is on a beautiful cobblestone street in Tribeca and, incidentally, right down the block from both a Shinola store and the Gurhan Atelier. There are vintage fashion prints on the wall and also some modern shots from a well-known fashion photographer with whom Stone & Strand has struck up a partnership.
It’s not too stuffy or old-school, or too urban and hip. It simply says “Stone & Strand.”
More on Editors
The Latest
MajorsApr 30, 2026
Claire’s New Summer Campaign Is a Sensory Wonderland for Gen Alpha“A Girl SMR at Claire’s” celebrates girlhood through the five senses with stacked jewelry, slime toys, scented accessories, and ASMR.
AuctionsApr 30, 2026
Vintage Cartier Watch Crashes Through Records, Selling for $2MBelieved to be one of three made in 1987, the Cartier London Crash was hot at the “Shapes of Cartier” sale at Sotheby’s Hong Kong.
Brought to you by
Discover Timeless Treasures: A Showcase of Antique Jewelry & Timepieces in Las VegasGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 30, 2026
Masked Group Uses Hammers, Pepper Spray in Texas Jewelry Store RobberyOfficials are looking for a group that robbed Marc Robinson Jewelers at an outlet mall in Round Rock, Texas, in broad daylight on April 21.
Weekly QuizApr 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 30, 2026
OROAREZZO 2026: The B2B Event for Italian Excellence in Goldsmith, Jewelry and Silver ManufacturingSponsored by OROAREZZO International Jewelry Exhibition
MajorsApr 29, 2026
The Thought Process Behind the Mother's Day Email Opt-OutSome retailers are taking a nuanced approach to marketing what can be a difficult holiday for many.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
IndependentsApr 29, 2026
Dick Abbott to Retire From The EdgeThe Edge has announced its new CEO, as well as a new partnership with an investment firm focused on founder-led software businesses.
SourcingApr 29, 2026
De Beers’ Production Rises, Market Remains ‘Challenged’De Beers’ diamond production was up 17 percent in Q1, boosted by increased output at its mines in South Africa and Canada.
AuctionsApr 29, 2026
This'll Be the Day You Own John Wayne's RingA signet ring belonging to the Western film star of Hollywood’s Golden Age will be up for auction at Elmwood’s next month.
Policies & IssuesApr 28, 2026
Tariff Refunds: How to File, What to Expect Importers can submit claims now to receive money back for the IEEPA tariffs they’ve paid, with refunds expected to take up to 90 days.
IndependentsApr 28, 2026
This North Carolina Jeweler Is Passing the TorchThe owners of Gregory Jewelers in Morganton, North Carolina, are heading into retirement.
SourcingApr 28, 2026
Doug Hucker Retires From ICAThe colored gemstone industry leader is heading into retirement after four years as the association’s CEO.
SourcingApr 28, 2026
NDC Hires Tapestry Exec to Head Global Marketing Susie Dewey joins the Natural Diamond Council as its new chief marketing officer.
AuctionsApr 27, 2026
12 Years Later, the ‘Ocean Dream’ Diamond Resurfaces at Christie’sThe largest known fancy vivid blue-green diamond could fetch more than $12 million at its second auction appearance.
ColumnistsApr 27, 2026
Stop Treating Mother’s Day Like an AfterthoughtEmmanuel Raheb says jewelers need to start marketing early and make it easy for customers to pick a gift for mom.
IndependentsApr 27, 2026
Longnecker Jewelry Celebrates 30 YearsIn honor of the milestone, the Nebraska jeweler has debuted Leslie & Co., its new in-house jewelry brand.
MajorsApr 27, 2026
JBT Re-Elects Jeff Corey as Board ChairThe trade organization, which held its annual elections earlier this year, also added five new board members.
SurveysApr 24, 2026
Mother’s Day 2026 Jewelry Spending to Top $7B, NRF SaysNRF’s annual survey found that 45 percent of consumers plan to purchase jewelry for a loved one this Mother’s Day.
TechnologyApr 24, 2026
TwentyFour’s Digital-Age Locket Is a Virtual VaultThe “Vault” charm, our Piece of the Week, expands on the memories that can be stored in a locket by connecting to your phone.
Events & AwardsApr 24, 2026
Hamptons Jewelry Show to Return in JulyThe open-to-the-public luxury jewelry and timepiece show, in its second year, is slated for July 23-26.
IndependentsApr 23, 2026
Meet the Real Moms of Day’s JewelersThe jeweler’s Mother’s Day campaign highlights the women who work there—mothers, grandmothers, women who want to be mothers, and dog moms.
Supplier BulletinApr 23, 2026
JM® Shipping Solution: Smarter Shipping for High-Value GoodsSponsored by Jewelers Mutual
Lab-GrownApr 23, 2026
Charles & Colvard May Sell Assets for $1.5MThe proposed agreement follows the moissanite maker’s Chapter 11 bankruptcy protection filing last month.
AuctionsApr 23, 2026
John Jacob Astor IV’s Titanic Pocket Watch Fetches $1MThe Patek Philippe for Tiffany & Co. timepiece Astor brought aboard the ill-fated ship sold for double its estimate at a Freeman’s auction.
CollectionsApr 23, 2026
Adam Neeley’s High Jewelry Collection Steps Into Salvador Dalí’s GardenThe “Dalí’s Garden” collection was inspired by a surreal dream Neeley had after cooking a recipe from Salvador Dalí’s 1973 cookbook.
