Blue Nile isn’t the only jewelry e-tailer showing its wares at Nordstrom.
Fashion retailer BaubleBar is bringing a capsule collection to 35 of the retailer’s stores and its website. The “Nordstrom loves BaubleBar” pop-up opened March 31, says Ashley Fidel, the company’s senior offline manager.
“We think it’s a perfect partnership in terms of bringing in younger consumers and a new price point to their jewelry floor,” she says.
The program is intended to run just through the end of May but could be extended beyond that date and to more Nordstrom stores, Fidel says.
She adds that a fashion site like hers lends itself well to a brick-and-mortar experience.
“Fashion jewelry is an impulse purchase,” she says. “Offline, the basket size is three times what it is online. We are an e-commerce-first company, but we want to make sure that we service our customers both on- and offline.”
In fact, BaubleBar’s offline business—which includes pop-up stores and displays in Anthropologie—is now one of the fastest-growing parts of the company, she says, accounting for 20 percent of the business.