Nordstrom and Blue Nile put a ring on it with ‘clicks and bricks’ diamond experiment

Blue Nile Display at Nordstrom

Blue Nile’s diamond engagement ring display at the Seattle Nordstrom. (Blue Nile Photo)

Blue Nile built its business selling diamond rings online, but the Seattle-based e-commerce company is now experimenting with a physical retail presence — albeit a small one — through a partnership with Nordstrom.

A new Blue Nile display in the second-floor bridal department at Nordstrom’s downtown Seattle flagship store is the online diamond seller’s first-ever collaboration with a brick-and-mortar retailer. The display is staffed by Blue Nile’s non-commissioned consultants, allowing buyers to see diamond engagement rings in person and try them on.

Aall purchases will still happen online. To help with the process, Blue Nile provides iPads at the display for customers at Nordstrom to access BlueNile.com and use the “Build Your Own Ring” feature.

This is part of the “clicks and bricks” trend that is increasingly blurring the line between online and physical retail. The Seattle Times reports that the six-month experiment could ultimately be expanded to 17 other Nordstroms around the country.

  • Connie Centers

    This partnership really takes The Nordstrom name down a notch. Be very careful if you purchase anything from Blue Nile.

    • Eruditus Crustius

      My, how snarky….

      Offering a comment like that without explanation or actual personal experience sounds like a cheap shot to me.

      I’ve had quite the opposite experience with these folks. The prices on equivalent quality jewelry were a fraction of those in a conventional jewelery store, plus I didn’t ever feel the information I received was distorted by sales pressure.

      • Connie Centers

        I am a GIA certified appraiser and have been in the diamond business over 10 years. I have personally seen many heartbroken couples that were misled with their experiences with Blue Nile. I am sure there are satisfied customers as well.

        • http://www.glamorouspk.com/ Sizzling One

          Its great to know that Connei…

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  • http://www.glamorouspk.com/ Sizzling One

    I have personally seen many heartbroken couples that were misled with their experiences with Blue Nile.

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