In its second-largest acquisition, Amazon buys the company for $970 million.
BaubleBar knows how to merchandise jewelry in a way that makes shoppers want to tell their friends.
When magazines like <ITALIC>InStyle<ITALIC> want to feature unusual jewelry, they often turn to BaubleBar.com. Click the Fame link in the site’s top nav bar, and it takes you to images of magazine pages showing pieces of BaubleBar jewelry like a Champagne Crystal Bib necklace as part of a featured casual Friday outfit. Also on the nav bar: a Fashion link to browse collections of jewelry worn by models; Function to shop among items suggested for outings like The Third Date and Afternoon Brunch; and Fusion to view jewelry from a designer like the celebrity-pleasing Erickson Beamon. “We create opportunities to find things interesting for telling friends,” says co-founder Daniella Yacobovsky. And then there’s Buried Bauble, a weekly treasure hunt for an item listed at $10—creating extra buzz about Bauble on Facebook.