Jewelry e-commerce retailer Stone & Strand opened its first brick-and-mortar location in New York City.
The company's CEO Nadine McCarthy was inspired to open physical locations after watching brands like Bonobos, Trunk Club and BaubleBar make the shift from pure e-commerce players into the brick-and-mortar world.
"Trunk Club offers really high touch service where they help customers who are less knowledgeable about dressing themselves from head to toe—and we see ourselves as being the equivalent in jewelry," McCarthy told Women's Wear Daily.
Stone & Strand launched online in May 2013 and went from selling 20 independent jewelry brands to about 80, including names such as Alison Lou, Colette, and Ileana and Makri. The company aims to fill an untapped niche of selling to the older millennial female.
The new location is at 185 Franklin street in TriBeCa. The space resembles a living room, complete with modern pieces from contemporary designers and prints from a Paris flea market. Currently the space features a photograph by Torkil Gudnason as part of a rotating series that will change periodically.
The physical store is self-funded thus far, and McCarthy and cofounder Brooke Magnaghi are fundraising. The site did almost $1 million in sales last year and has projected double that in 2016.
Stone & Strand joins the growing number of e-commerce sites, including Birchbox and Warby Parker, opening stores to capture new customers. Last week rumors began surfacing that even e-commerce giant Amazon would soon be opening 400 physical stores.
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