When you walk through the doors of Blue Nile's newest Webroom in Bellevue Square, the space immediately feels different than most jewelry stores.

"That is by design," said Josh Holland, Blue Nile's Director of Brand Experience. "We want people to feel welcome. It's bright, it's fresh, and none of our consultants work on commission. They're here to help you find the diamond ring that's right for you, not the jeweler behind the counter."

In 1999, Blue Nile started in Seattle as an online-only business. The idea was to make ring shopping easier and pressure-free, while also offering a large selection. Blue Nile has a catalog of more than 150 thousand independently graded diamonds by the Gemological Institute of America.

Blue Nile now has five brick and mortar locations across the country, which aim to bring the two shopping experiences together.

"What we really like about the Webroom is that for those who want to see, touch and feel an engagement ring, they can come in here get the same experience that you can get online, but in a physical environment," said Holland. "It's really the best of everything."

The so-called Webrooms focus on giving customers the same freedom they have online. Customers still make purchases through the company's website, either on in-store tablets or the customer's personal device. But Blue Nile's biggest and funnest innovation, is the Try-On Table.

"Anyone can come in try on engagement ring styles all on their own, with our without the help of our consultants just to get the feel of it," said Holland. "We really love helping customers. It's all about them and their experience."

Holland also said opening the Webroom in their home market has been an exciting venture for the company.

"Seattle has a special place in our heart. We are very excited to come home here to Bellevue Square in the Seattle area and serve our Seattle customer base. It's just minutes from our Headquarters. It's a very exciting time."

The Webroom is on the first floor of Bellevue Square in the South Wing.


  • 575 Bellevue Square, Bellevue, WA 98004


  • Mon-Sat: 9:30 a.m. to 9:30 p.m.
  • Sun: 11:00 a.m. to 7:00 p.m.