The company intends to open 50 new showrooms within three years.
Founded in 1999, Blue Nile revolutionised the engagement ring industry with a disruptive online business model, making it possible to shop for extraordinary, high-quality diamonds at a great value. The brand has now committed to a wave of new openings in the hopes of creating a seamless inter-platform experience, allowing them to browse a large range of jewellery online before attending the store to see pieces in person.
“Our customers value our wonderful and expansive assortment, incredible quality and accessible internet-based pricing, and they love coming into a physical showroom to feel and touch our jewellery before they purchase. 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.”
