MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
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
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
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
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.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
