Blue Nile to open third Webroom outside New York

Leading online jeweller Blue Nile announced the third location of the company's Webroom concept at Tysons Corner Center mall in Fairfax County, Virginia. The Webrooms are physical display rooms that re-imagine the retail experience giving consumers yet another way to shop along with their PC, phone, or tablet. Unlike traditional jewelry stores, Blue Nile's Webrooms are highly efficient, low overhead, and small footprint installations. They give consumers the ability to view the company's products in person, while still enjoying the advantages of online prices, pressure-free advice, huge selection, and great quality. All transactions continue to happen online via in-store tablets and with the help of non-commissioned consultants.

Blue Nile’s first Webroom opened in June 2015, at Roosevelt Field Mall in Garden City, New York, and the company recently announced a second location at the Westchester Mall in White Plains, New York, to open by early summer. The third Webroom, which will also be the company’s third outside New York City area is expected to open by mid-summer.

The company has received a good response for its Webrooms. The first exceeded expectations and provided a sales lift to the overall New York City-area market. Blue Nile CEO Harvey Kanter announced last month that up to four new Webrooms will open this year.

"With its tech-savvy, early adopter residents, the Washington, D.C. area is a strong market for Blue Nile and an ideal location for our third Webroom," said Blue Nile Chief Merchandising Officer Julie Yoakum. "The Webroom is on the other end of the spectrum from traditional jewelry stores, in terms of both physical look and shopping experience. We're going to shock some people - in a good way."