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Blue Nile’s second Webroom opens in New York
The success of its first Webroom is inspiring the company to open more
By: Diamond World News Service
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May 31 2016 8:16AM
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Reference: 13076  

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Leading online jeweler Blue Nile launched its second Webroom at The Westchester mall in White Plains, New York. Blue Nile opened its first hybrid on-and-offline shopping experience, known as a "Webroom," in June 2015, at Roosevelt Field mall in Garden City, New York. Two more Webrooms will open later this summer: one at Tysons Corner Center mall in Fairfax County, Virginia, and one at the Washington Square mall in Portland, Oregon.

The Blue Nile Webroom brings the online shopping experience to life in a physical environment, unlike anything else in jewelry retail. Consumers are able to view more than 400 styles in person, try on engagement rings, ask questions, and place orders on in-store tablets with the help of non-commissioned consultants, or go home and purchase later at their convenience. Prices at the Webrooms are the same as they are online; up to 40 percent below traditional jewelers.

"We're learning there are a lot of new customers who are finding us for the first time through the Webroom and that some of our existing customers who love our quality and value still want to see, touch, and feel the ring," said Blue Nile Chief Merchandising Officer Julie Yoakum.

In February, Blue Nile announced that based on the performance of the first location, up to four more would open this year.

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