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Bangalore based e-tailer, Bluestone has revolutionized the jewellery industry in India by bringing jewellery at the customer’s doorstep. In the words of its founder Gaurav Singh Kushwaha,-Bluestone uses “technology to provide superior browsing experience and buying experience in jewellery.” Buying jewellery entails trusting the jeweller with the purity of ornaments and seeking a fair price. In addition to this, is the fact that Indians usually have their family-jeweller or a fixed shop from where they satisfy their ornamental needs. For an online store this presented a humongous challenge. The hurdle was not just physical but mental as well. The online retailer had to not only win the trust of the buyer but also compete with the already well-established brands such as PC Jewellers, Kalyan Jewellers, Amrapali among others.The introduction of online jewellery stores prompted major jewellery brands like Tanishq, Apsara etc to enter into the foray of online retailing, -thus intensifying the competition. In this contemporary business climate, the success of Bluestone -now a pioneer of online jewellery is clearly reflective of its potential, quality and standard and meticulous approach.
Firstly, since the time of its conception, it has received the trust and financial backing from numerous eminent investors like Accel Partners, IIFL, Dragoneer Investments, Kalaari Capitals among others. Yet the feather in its cap was when the retailing veteran Ratan Tata himself invested in the company. For Indians, the brand Tata represents trust and quality. The credibility which the brand received from Tata’s backing has acted as a great stimulus and has brought large numbers of clients to the store.
Secondly, Bluestone’s USP is its customer service. According to Gaurav Kushwaha, the Bluestone CEO, majority of their clientele are the result of word-of-mouth praise -highlighting their phenomenal support, services and products.
Thirdly, the Bluestone brand believes in keeping the craft alive with a contemporary take on designs alongside employing highly-skilled artisan. Fourthly, aiming to democratize the jewellery buying experience, the store provides the consumer the opportunity to customize their own jewellery. Besides, with the Try at Home option the client can get the feel of the ornaments before buying and can be mentally satisfied with the purchase. Thus, Bluestone’s philosophy has been an important factor in its success.
Initially, its target customers were from metro cities in India but now it caters to international consumers as well as clientele from small towns in India - depicting its rapid growth in this extremely competitive commerce of jewellery. The fact that the store is extremely inclusive in its jewellery offerings - with beautiful ornaments for men, women and children, is another cause of its growing popularity and success.
Benefits of Shopping from Bluestone
Buyers can get almost all kinds of jewellery in Platinum, Diamond and Gold. The store’s official website has catalogued all the procurable jewellery. You can choose from Ring, Earring, Pendant, Bangles, Solitaires, Gifts, Next Day Delivery.
The store offers variety of elegant and exquisite jewellery encapsulating stunning collections some of which are listed below:
THE RAJWADA COLLECTION: EXPERIENCE ROYAL CRAFTSMANSHIP
If you love to don a regal look, try The Rajwada Collection. The collection has 50 designs starting as low as Rs 9252. It showcases the acclaimed super fine jaali work of Rajasthan.
TARSIE COLLECTION: DELICATE INLAYS ON MOTHER OF PEARL
Based on mother-of-pearl, this alluring collection will leave you spellbound. The collection houses perfect pieces created by combining Diamond,White Gold, Ruby, Emerald, Gold. The collection has 26 designs starting from Rs 19,939.
NEO VINTAGE COLLECTION: ELEGANT INTERPRETATION ON AN ERA GONE BY
If you are in love with vintage epoch jewellery then The Neo Vintage Collection can be your next shopping destination. This collection is reviving the vintage era with its own unique and fascinating twist, making it traditional yet contemporary. It consists of 27 designs starting from Rs 19,306.
RAINFOREST COLLECTION:HUES OF THE TROPICS
This funky collection is inspired by the animal life of the Amazon Rainforest .This fascinating selection of jewellery is crafted with Diamond, Blue Sapphire, Smokey Quartz, Pink Tourmaline and various other gemstones. 25 alluring designs starting from Rs 29,123.
THE CARNATION COLLECTION: LAYERS OF DELICATE DESIRES
This ethereal collection is inspired from the Carnation flower and its form. The designers came up with subtle and intricate patterns with deconstructed elements of the flower. The collection has 35 designs starting from Rs 6621 that are made with Rose Gold.
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For eons, Indians have been widely known for their obsession with jewelleries, precious and semi-precious stones. Times have changed yet this fixation persists. To cater to the tech-savvy and technologically evolving Indians, Gaurav Singh Kushwaha and Vidya Nataraj, launched Bluestone in 2011. Bluestone is an online store for genuine jewellery. Customers can get Gold, Diamond, Platinum, Gemstone studded jewellery at Bluestone. In addition to 5000+ exquisite designs, it provides the customer with the option of customizing their jewellery. Aiming to please everyone, Bluestone has jewellery for men, women and kids. The user can procure its Try at Home service and enjoy hassle-free shopping experience. Due to its successful endeavour and fantastic customer service, India Bullion and Jewellery Association awarded “Best Online Jewellery Portal” it in 2014 and e-Tailing India bestowed upon it “Outstanding e-Retail performance” award 2014.
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