When technology meets brick and mortar it not only makes for an engaging experience but is a marriage creating its own heaven for consumers.   

With its emphasis on technology and a slick web presence, diamond jewellery e-tailer James Allen has not only created ripples over the past decade of its existence – it has taken the bridal diamond jewellery market by storm. 

Now, the e-tailer has opened its first full-fledged brick and mortar store – albeit with a difference – at Washington DC.

“Join us in Georgetown for an immersive jewellery shopping experience like no other,” the jeweller says on its website. “Discover diamonds and jewels in vivid detail using the latest technologies and get hands-on with a wide selection of products. Want a closer look at a particular diamond or piece? Let us know in advance and we'll ensure it's waiting for you when you arrive.”

At the store, where “jewellery meets tech”, consumers can be sure to encounter some surprising facets.

James Allen kicked off the store with a sparkling launch during the end of December 2018, where guests were regaled with much entertainment. “Think refreshments, music, jewellery and engagement rings to try on, cutting-edge tech, complimentary manicures, and a fireside chat with our leadership,” the e-tailer said. “Plus, one lucky guest won a US$ 500 diamond necklace!” 

The new store has an airy, non-traditional décor. Some of the features include:

• Open Product Display – A 10-foot table holding James Allen’s  bestselling engagement rings which visitors can  reach in and try  on, with no assistance needed!
• Virtual Reality – The virtual reality simulation, an immersive, 3D guide takes consumers through the 4Cs –  what they actually stand for -- and provides helpful tips for choosing a diamond
• Expert Consultations – And if there are some who prefer a human interface, there are experts and specialists (certified gemmologists) on hand to offer guidance
• Engagement Ring Photo Booth – A space specially created to take selfies and add fun effects to create “shareable pics, GIFs and more”
• The Brilliance Bar – a place where customers can receive personalised diamond jewellery service, including for repairs and cleaning
• Coffee Bar – A place to relax and soak in the shopping experience over a cup of coffee.  

While the Washinton DC store is open during the day with regular store hours, James Allen also has a store in New York where customers can visit – by appointment only – for specialised services.