U.S. online jeweller Blue Nile experiments with brick and mortar

U.S. online jeweller Blue Nile experiments with brick and mortar

With diamond rings on display for shoppers to inspect the gems quality up close. It is the first time Blue Nile has turned to brick and mortar, showcasing products in two Nordstrom stores.

Blue Nile, which reports results next week lets shoppers buy at prices are up to 40 percent below diamonds sold in stores, the company cut its prices in 2012 while increasing its marketing budget, reaching $450 million in sales last year.

We think that over time, the brand builds with incremental sales, incremental customers, all by referral, Binder said.

Blue Nile sold far more engagement rings than biggest online competitor Amazon.

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