Blue Nile Opens Second New York Webroom

(IDEX Online News) – Online diamond jewelry retailer Blue Nile announced that it has opened the doors to its second Webroom at The Westchester mall in White Plains, New York.

The company opened its first webroom in New York in June, and a third webroom planned for Tyson’s Corner Center in DC, is slated to open mid-summer.

Blue Nile’s Webrooms offer consumers an opportunity to “try before they buy.” The physical stores do not complete sales, but customers can try on rings and other jewelry they have seen online, as well as talk to professionals.

In-store purchases at the webrooms are still processed via online tablets, but several companies, not just Blue Nile, have invested in retail space with low overheads and a small footprint. The trend has been labeled “going from clicks to bricks.”