Bed Bath & Beyond, the 1,400-store home furnishing giant, recently started selling a product that definitely belongs in the “beyond” category: jewelry.
The company’s website now features the Bed Bath & Beyond Fine Jewelry Collection, with diamond and pearl pieces from Badgley Mischka, Dogeared, Honora, J. Goodman, Lego, Mark & James, Stel, Trollbeads, and Ze, as well as jewelry inspired by the movie Twilight.
The company did not return a request for comment from JCK, but its move into jewelry, first written about on Forbes.com, appears to have been made within the last year. The company announced Badgley Mischka’s arrival in its store last June. And it was only in December that bloggers noticed stores selling Trollbeads and the Twilight line. A Google search did not yield any mention of the company carrying jewelry before 2012, just jewelry boxes and cleaner.
“The move to jewelry seems to be a relatively recent focus for them,” says Michael Schechter, digital marketing director for Honora Pearls, noting that the retailer claims the largest bridal registry in the United States. “They really wanted to create a bridal-specific line that makes sense to the consumers that are using their registry.”