Online diamond and jewelry retailer Blue Nile is to open its third 'Webroom' at the Tysons Corner Center mall near Washington D.C. The firm said the Webroom is expected to be opened by mid-summer. Webrooms are display locations that provide a retail experience for consumers to see goods available for sale which can then be ordered on a PC, by smartphone or via a tablet. Sales can also be made online via in-store tablets and with the help of non-commissioned consultants. The firm said that its first Webroom beat expectations and provided a sales lift to the overall New York City-area market. Blue Nile 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, to open by early summer. Blue Nile CEO Harvey Kanter announced last month that up to four new Webrooms will be opened this year.
“With its tech-savvy, early adopter residents, the Washington, D.C. area is a strong market for Blue Nile and an ideal location for our third Webroom,” said Blue Nile Chief Merchandising Officer Julie Yoakum. “The Webroom is on the other end of the spectrum from traditional jewelry stores, in terms of both physical look and shopping experience.”