Blue Nile to open 3rd ‘Webroom’ in the US

Online fine jewellery retailer Blue Nile Inc is opening its third “Webroom” at Tysons Corner Center mall in Fairfax County, Virginia. Webrooms are physical display rooms that give consumers a new way to shop along with their PCs, phones or tablets.

The new Webroom, expected to open by mid-summer, is the first location outside New York City, according to Blue Nile.

The company opened its first Webroom in June 2015 at Roosevelt Field Mall in Garden City, New York, and recently announced a second location at the Westchester Mall in White Plains, New York, which is scheduled to open by early summer.

“Unlike traditional jewellery stores, Blue Nile’s Webrooms are highly efficient, with low overhead and small footprint installations. They allow consumers to view the products in person, while still enjoying the advantages of online prices, pressure-free advice, huge selection and great quality,” the online retailer said.

All transactions are made online via in-store tablets and with the help of non-commissioned consultants.

Julie Yoakum, Blue Nile chief merchandising officer, said: “The Webroom is on the other end of the spectrum from traditional jewellery stores in terms of physical look and shopping experience. We’re going to shock some people – in a good way.”