BaubleBar to Open First Brick-and-Mortar Store

BaubleBar, the popular fashion jewelry brand that sells primarily online, will open its first stand-alone retail location in suburban New York.

The 1,200-square-foot store will be located in the Roosevelt Field Mall in Garden City, N.Y., which has become a first stop for jewelers testing the brick-and-mortar waters. Le Vian’s Le Vian by Jared boutique opened there in May, and Blue Nile opened its first retail showroom there earlier this month.

Though this will be BaubleBar’s first eponymous retail location, the brand is not new to selling its wares in stores. Nordstrom, Bloomingdale’s, and Anthropologie all carry items from the brand and will continue to do so.

“We’ve been dabbling in offline concepts since we launched the business,” cofounder Amy Jain told Forbes. “Fashion jewelry is a category that’s very early in terms of e-commerce. Our product is small and impulsive. We want to be wherever our girl is, whenever she wants to buy the product.”