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BlueStone, one of India’s leading omnichannel jewellery retailers, marks twelve years of satiating consumer desires as on 22 July, 2023.

Set up with the vision of revolutionising how India shops for jewellery, they’ve earned lakhs of consumers’ trust. Over the past year, the brand has grown its retail footprint by a whopping 75% by adding additional stores, to expand their presence across 75+ cities.¹  Their first store was opened in 2018, in New Delhi’s Pacific Mall.

Speaking on the milestone, Founder and CEO Gaurav Singh Kushwaha said, “Today is a momentous landmark that reinvigorates our belief in the vision BlueStone set out to capture. Evolving from pure-play digital to omnichannel, we now reach our audiences across 170+ nationwide stores, on our digital platforms, and with Try at Home services.” First launched in 2013, the brand was one of the early pioneers of at home shopping with Try at Home.

BlueStone is part of a burgeoning market where nearly 65% of the market is dominated by standalone family jewellers,² creating a large scope for the brand to make inroads into the certified and branded jewellery market. In 2022, the company set up a third manufacturing facility in Jaipur just as it clocked in a revenue growth of over 60% for FY23. These events were on the heels of a $30 million funding round in March 2022, led by Mr. Sunil Kant Munjal and Hero Enterprises. On the scope of growth, Gaurav said, "I'm unwaveringly proud of the road we've paved so far. However, we’ve just scratched the surface of crafting designs for individualistic expressions of style. The path ahead is just as exciting and memorable as the one we've traversed!"

BlueStone has recently disrupted the concept of Old Gold Exchange by launching the ‘Big Gold Upgrade,’ a campaign that aims to provide customers with the best possible value for their Old Gold while also allowing them to upgrade to any of the brand’s assortment of 8000+ modern, exquisite jewels. Customers can now exchange their Old Gold at any BlueStone store for a higher caratage value in the following bands: 18Kt Old Gold gets upgraded to 22Kt value, 22Kt to 24Kt.

The brand has also been at the frontiers of fashion with innovative category launches like watch jewellery, a subtle accessory for smartwatches. They periodically launch trendsetting collections like Colour Me Pop (featuring beaded jewellery), Toi et Moi (a reimagination of rings with twin-stone centrepieces), Rainforest (featuring various forms of enamel artistry) and Sheer (featuring jewellery with tri-dimensionally printed techniques).