The online jeweler has opened another New York location for customers to try on merchandise before ordering through the website, and announced a search for a new chief digital merchandising offer.

Seattle--Blue Nile is continuing its experiment with its unique approach to brick-and-mortar retailing.

The online giant has opened its second “webroom” at The Westchester mall in White Plains, N.Y. following the opening of its first location at Roosevelt Field mall in Garden City, N.Y. in June 2015.

Blue Nile’s physical locations have more than 400 styles for customers to try on in person. Sales still are conducted through the Blue Nile website, via in-store tablets with the help of non-commissioned sales associates, or customers can purchase online at a later date.

The e-tailer plans to open two additional webrooms this summer, one at Tysons Corner Center mall in Fairfax County, Va. and the other at Washington Square mall in Portland, Ore.

“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 outgoing Chief Merchandising Officer Julie Yoakum.

Yoakum is leaving Blue Nile to pursue another opportunity and the e-tailer is looking for a new chief digital merchandising officer to replace her.

The chief digital merchant will be responsible for merchandising strategy for the webrooms, the company’s website and mobile app.

“There are few jobs in all of retail that touch so many disciplines and channels as the chief digital merchandising officer,” said Blue Nile President, Chairman, and Chief Executive Officer Harvey Kanter.

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