It’s not just Blue Nile. BaubleBar is also going clicks and bricks.
The New York City–based e-tailer has designed a jewelry collection for Anthropologie that will appear in the chain’s 180 stores.
The first cobranded line debuted this month in the chain’s stores and on the Anthropologie site, with a new collection coming each month, says Katharine Hill, the site’s director of offline.
Having pieces in a brick-and-mortar store “allows people to touch and feel the product,” Hill says. “Our customers like to try things on, and they like to go shopping with their friends. So this is another way for us to interact for the public.”
The collection’s pieces are priced from $32 to $68.
“We are known for edgy statement pieces, while Anthropologie is more of a bohemian and eclectic kind of customer,” she says. “So we have had to blend the two looks.”
BaubleBar has experimented with clicks and bricks before, opening a store in downtown New York City last year.