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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.

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