Blue Nile, a jewelry retailer that began as an e-commerce company before opening a handful of brick-and-mortar stores, will open 50 showrooms in markets across the United States in the next three years, the company announced Monday.
The Seattle-based retailer’s brick and mortar expansion will target “top 50 markets,” according to a press release. The company will open stores in malls and streetside locations. The first store of the expansion opened today in Lone Tree, Colorado. The second will open Nov. 2 in Irvine, California, and the third will open Nov. 9 in Oakbrook, Illinois
The company will also enhance its virtual appointments tool, allowing the shopper to see the exact diamond they are shopping for with a consultant available 24/7.
“We want our customers to feel confident in a milestone purchase like a diamond engagement ring, so we’re growing our store network to connect in-person with those seeking to try-on our products and receive advice from our diamond experts to create the engagement ring of their dreams,” says Blue Nile Chief Executive Officer Sean Kell.
This expansion comes as the coronavirus pandemic has led to the bankruptcies of many major retailers, such as Lord & Taylor, Neiman Marcus and J. Crew.