Blue Nile store to open in New York mall

Seattle--Blue Nile revealed a bit more about its plans to open a store where consumers can try on--but not buy--jewelry during the company’s earnings call on Friday morning.

The company confirmed that the store will be, as previously speculated, in Roosevelt Field, a mall in Garden City (Long Island), N.Y. that is home to a Kay Jewelers, Zales, Na Hoku, Rolex, Swarovski and a Fast-Fix jewelry store and repair shop, as well as an Apple store and mid-tier retailers such as Ann Taylor, Gap and Aldo.

A Blue Nile spokesman declined to reveal exactly when the store will open but, when asked about its size and location, said it would be a “small space” near Macy’s and the yet-to-open Lord & Taylor store.

Roosevelt Field is the same mall where Blue Nile set up a try-on-but-don’t-buy showcase within a Nordstrom store, an experiment that has now ended. The Seattle-based e-tailer also had a showcase in the Nordstrom flagship in Seattle.

The store, Blue Nile’s first standalone physical space, is designed just as a place for customers to try on Blue Nile jewelry. Any purchases still must be made online, at least for now.

In addition, New York is one of the states where Blue Nile already must collect sales tax, as all online retailers have been required to do so in the Empire State since 2008. So, having this “webroom concept experience,” which constitutes a physical presence in the state, won’t change anything tax-wise for the e-tailer in New York.

The company’s revelations about its latest retail experiment came during the its first quarter results conference call, held Friday morning.

The e-tailer reported that sales in the period ending April 5 fell short of its expectations due to softness in the high-end market--the company said it sold $2 million less of products over $50,000 during the quarter--and in an industry that CEO Harvey Kanter described as “experiencing overall challenges.”

Total sales reached $106.5 million, a 3 percent increase when compared with the first quarter 2014. Net income totaled $1.2 million, and was flat year-over-year. Gross profit as a percent of net sales improved slightly, from 18.4 percent to 18.8 percent, due to fewer big sales, which generally have slimmer margins.

U.S. engagement ring sales were up 2 percent, from $59.7 million to $61.0 million, with the company moving more units at lower price points.

Non-engagement ring