Jain says the pop-up store is a way for BaubleBar to reach new customers that will continue shopping with the company online after the store closes. "Everything we do must be ROI positive," Jain says. "For that to happen, we needed to create a fun shopping experience [people] would talk about and then want to share with their friends. [The store] allows us to introduce the brand to new customers, who can touch and feel the product in person, then continue shopping on our site."