Nordstrom has launched a new shop-within-a-shop concept with online jewelry retailer BaubleBar.

After testing sales of the merchandise in 35 locations since late March, the department store retailer is opening the "Nordstrom Loves BaubleBar" shops this month in all 117 stores, including at Towson Town Center and online.

The brand, started in 2011, aims to quickly identify current trends in jewelry fashion. It promises fresh styles five days a week in necklaces, earrings, bracelets and rings. Prices range from $24-$68.

Co-founders Amy Jain and Daniella Yacobovsky say on the company's website that they launched the brand because "as shoppers we couldn’t help but feel as though retailers treated jewelry as an after-thought, a fact that was apparent by the shopping experience. So we set out to fix it."

The retailer says it keeps overhead low by sourcing the product directly, and it works closely with suppliers to keep new products coming, based on feedback from shoppers.

lorraine.mirabella@baltsun.com