If you’re worried that online shopping is killing off real-life commerce, don’t fret just yet. A popular online jewelry seller, BaubleBar, is bringing its brand to Roosevelt Field Mall on Long Island. Yes, they’re moving from online to real life, opening a physical store where loyal customers and new ones can touch and try on their jewelry before buying.

You can find the brand’s costume jewelry in other stores at your average high-end mall, including Nordstrom and Anthropologie, and they’ve also experimented with pop-up stores. While the brand has grown and is successful, costume jewelry is more of an impulse purchase, which is why the brand hopes to move into the malls where impulse shopping happens.

“Our product is small and impulsive,” cofounder Amy Jain told Forbes. “We want to be wherever our girl is, whenever she wants to buy the product.” Of course, selling online means that the company has four years’ worth of data about exactly where their customers live, and that’s how they chose the Roosevelt Field Mall location.

Some other big online retailers have started in this very old-fashioned business, with stores mostly in the New York City area. Birchbox has real-life beauty products stores now, and eyeglass and sunglass seller Warby Parker has showrooms in a few large cities where people can try on glasses and make purchases.

Online Jewelry Startup BaubleBar To Open Retail Stores [Forbes]

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