design:retail - January 2016 - (Page 20)
clicks & mortar
020
SOMETHING OLD, SOMETHING NEW
C
HECK OFF ANOTHER e-tailer headed
down the bricks-and-mortar aisle.
Seattle-based Blue Nile popularized
and perfected the process of buying a
diamond sight unseen through online
education and a wide selection of diamonds for
every budget. Not only did Blue Nile make its name
by simplifying and demystifying the purchase of an
engagement rock, it undercut traditional jewelers'
markups by 20 to 40 percent.
But the coming-of-age Millennial generation signaled a change in approach. While they might be
unconventional in other areas, it seems marriage
and engagement rings are still on the table for these
couples. In 2013, Blue Nile engaged Nordstrom,
which placed Blue Nile-branded jewelry cases in
two stores, for a little test (since ended). Based on its
success there, Blue Nile took the plunge, opening a
470-sq.-ft. "webroom" (rather than a showroom) in
Long Island's Roosevelt Field Mall.
True to its digital roots, Blue Nile's in-store experience bears little resemblance to traditional
jewelers. However, the storefront is in keeping with
JANUARY 2016
DESIGNRETAILONLINE.COM
its mall-based neighbors-and that is definitely by
design says Ken Nisch, chairman of Southfield,
Mich.-based JGA. In fact, shoppers can see inside
the entirety of the store from the lease line. Materials
are modern, with see-through qualities designed to
appeal to the Millennial sensibility of transparency
and accessibility.
Like the Blue Nile website, the in-store experience
is simple. "They purposely stayed away from visual
cues found in traditional jewelry stores," Nisch explains. "They wanted a high-tech look that skewed
more toward the place where diamonds are cut,
polished and graded." An illuminated back wall is
loaded with changing brand content that connects
customers to Blue Nile's heritage, plus plenty of references to a diamond's sparkle and brilliance.
But shoppers won't find any real diamonds inside to consider. Instead, the more than 250,000
stones on offer can be navigated with the assistance
of a tablet-toting store consultant. The selection of
ring settings is actual and housed in three jewelry
cases. With the virtual stone and actual setting
selected, the sale can be completed and the final
product retrieved in-store at a later date.
The perfect marriage of convenience.
- Janet Groeber
Photos by RODERICK AICHINGER
http://www.DESIGNRETAILONLINE.COM
Table of Contents for the Digital Edition of design:retail - January 2016
design:retail - January 2016
Contents
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
Have You Heard?
The Visual Eye
Searching for Steve Jobs
Searching for Steve Jobs
Winning Windows
Visual Eye
ShopWithMe
COS
Visual Products
Backstory
design:retail - January 2016
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