Another E-Commerce Experiment in Brick and Mortar

Photograph courtesy of BaubleBar

BaubleBar, a New York startup that sells women’s accessories online, is opening a popup shop in Manhattan’s SoHo neighborhood tomorrow. The 4,000-square-foot location will serve Godiva chocolates and specialty cocktails and offer tablet computers that customers can use to demo personalized jewelry. Beyond the bells and whistles, the idea is to give customers the tactile experience they can’t get online.

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