In 2011, Gaurav Singh Kushwaha embarked on a journey that would redefine the landscape of jewelry shopping in India. As the founder and CEO of BlueStone, his vision was clear to leverage the burgeoning wave of consumer internet and create a brand that resonated with the emotional connection Indians have with jewelry. The inception of BlueStone was not just a business venture; it was a strategic response to the evolving dynamics of e-commerce in India.
"I realized that in India, the love for jewelry is unparalleled. The market was dominated by legacy brands, and the incumbents lacked technological savvy. BlueStone was conceived as a brand that marries tradition with technology, offering a unique shopping experience,” states Kushwaha.
Carving a Niche
BlueStone disrupted the jewelry market dominated by family jewelers and local players. Unlike traditional players focused on wedding jewelry, BlueStone identified the shift in consumer preferences. The brand strategically addressed the 40-45 percent of the market not well served, offering options in the Rs 50,000 price point and catering to the modern woman’s desire for versatile, everyday jewelry.
“We stay away from generics and standards, ensuring our designs are differentiated. We made mainstream the space for jewelry that can be worn to offices and parties, not just limited to weddings,” asserts Gaurav.
BlueStone’s design philosophy revolves around marrying tradition with modernity. The in-house production and design team focuses on creating contemporary designs within the traditional jewelry category, offering customers a fusion of modern and cultural elements.
Ethical Sourcing
Denne historien er fra March - April 2024-utgaven av Retailer.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent ? Logg på
Denne historien er fra March - April 2024-utgaven av Retailer.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
Allerede abonnent? Logg på
The Rise Of Value Retail
From High-end To High Demand, How The Affordable Fashion Wave Is Sweeping India And Creating Retail History.
How Circular Economy is Transforming Fashion's Fabric
As the fashion industry grapples with environmental challenges, the circular economy emerges as a transformative force. By redefining product life cycles and prioritizing sustainability, fashion brands are reshaping their practices to reduce waste and promote longevity.
INDIA'S DIGITAL DECADE
Around 62 percent of purchase decisions are now influenced by online discovery.
VALUE FASHION
With a significant presence in Tier II and III towns, V2, headlined by Akash Agarwal, has successfully positioned itself as a value-fashion destination.
EPICUREAN LEGEND ATUL KOCHHAR
From a small town in India to the heights of culinary fame, the Master Chef’s story is one of passion, innovation, and unwavering dedication.
How Delivery-First Model is Taking Shape in India
The sector is experiencing rapid growth, driven by a surge in working professionals, increasing smartphone penetration, and the rise of nuclear families.
How Brand-Designer Collabs are Revolutionizing Fashion & Lifestyle
For many brands, the motivation to collaborate with designers stems from a desire to offer something distinct and fresh to their customers.
NEW AGE INDIAN BRANDS DISRUPTING THE S6.8 BILLION LUGGAGE MARKET
As travel bounces back with renewed vigor, these brands are ensuring that travelers do so in style, with smart and sustainable luggage that meets the demands of the modern explorer.
The Friendly Neighborhood Malls Resurgence
The success of neighborhood malls hinges on understanding and catering to the local demographic.
THE EVOLUTION OF OUTLET MALLS IN INDIA
Outlets malls are not just about bargains; they represent a shift towards a more organized, experience-driven retail format, offering everything from premium brands to family-friendly amenities.