Nordstrom is expanding its reach in fine jewelry. This week, it launched a new fine jewelry experience both online and in select stores that shows customers a variety of jewelry options that fall within a wide range of price points. The idea is to no longer separate diamond or higher-end jewelry in cases separate from demi-fine or lower-priced options. Instead, these categories will sit side-by-side, allowing shoppers to choose from a full assortment of jewelry in one place — giving them certain ownership over the way they style jewelry and playing to the general casualness and daily wear of fine jewelry today.

This change in strategy is coupled with the addition of new jewelry labels available at Nordstrom including David Webb, Vhernier, Manluu and Never Not — representing brands at both ends of the pricing spectrum. The ‘Zoom jewelry’ phenomenon has helped catapult pieces like pendants, earrings and rings to the top of shoppers’ investment purchase wish lists. It also heralded a new moment in jewelry shopping — bringing the category fully into the e-commerce realm, whereas prior to the pandemic, consumers had been somewhat reluctant to buy high-ticket jewelry items online. The fine jewelry landing page on Nordstrom’s site will feature editorial imagery and videos to help customers assemble their own stylized jewelry box.