Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired CollectionInterior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs ImpactDuring a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning CenterThe free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from MembersThe feedback will be used to prepare other jewelers for the challenges ahead, the organization said.
