Online jewellery retailer Blue Nile continues on its webroom opening spree. Recently, the  Company announced that it would be unveiling its sixth location – of what it called its “’reimagined’ retail concept” – in the Mall at Rockingham Park located in Salem, New Hampshire in the US, sometime in this coming fall.

 “The Webroom experience will offer people in the Boston metro area a new way to shop for the symbols of life’s celebrations, including diamonds, engagement rings, and fine jewelry,” said Chief Executive Officer Jason Goldberger. “Now, customers can see, touch, and feel our engagement rings while taking advantage of Blue Nile’s superior online selection and prices.”

Blue Nile considers that Webroom retail experience brings the best parts of online shopping to life in a physical space. So far, the retailer has opened webrooms can be at Washington Square mall in Portland, Oregon; Roosevelt Field mall in Long Island, New York; The Westchester mall, in White Plains, New York; Tysons Corner Center mall in Fairfax County, Virginia; and Bellevue Square in Bellevue, Washington.

“Unlike traditional jewellery stores, Webrooms are low-overhead installations that create a hybrid online/offline shopping experience and allow shoppers to try on an assortment of engagement rings, view more than 400 pieces of jewellery from every angle, and get pressure-free advice from non-commissioned consultants. In addition, shoppers can access an online catalogue of 150,000 independently-graded diamonds from in-store tablets,” Blue Nile explained. “All transactions continue to happen online via in-store tablets or the customer can choose to order at a later time on their own smartphone, PC, or tablet, through Blue Nile’s website at www.bluenile.com.”