Majors

Blue Nile Opens Silicon Valley Showroom

MajorsMar 29, 2021

Blue Nile Opens Silicon Valley Showroom

The opening marks the brand’s second showroom in California and ninth overall.

Blue Nile just opened its second showroom in California, located in Westfield Valley Fair, an upscale shopping center in Silicon Valley.
Santa Clara, Calif.—Blue Nile opened its ninth showroom last week as the jewelry e-tailer continues its expansion into physical retail.

The new space opened Friday in Westfield Valley Fair, an upscale shopping center in California’s Silicon Valley.

To celebrate the grand opening, guests will be offered a gift of pearl earrings with an in-store purchase, while supplies last.

Due to COVID-19 restrictions, shoppers are encouraged to book an appointment before stopping by the store. Walk-ins are welcome, but the store does not guarantee availability.
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Unlike a traditional retail setting, Blue Nile’s stores operate as showrooms, giving the customers a hands-on feel for its jewelry before they complete the purchase online.

The opening marks the brand’s second showroom in California and ninth overall.

Blue Nile announced its brick-and-mortar expansion in October 2020, planning to open 50 new locations in the top metro-area markets in the U.S. over the next three years.

“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 in October.

“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.”

For more information or to book an appointment, visit Blue Nile’s website.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.
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