October - 2014 - issue > Startup of the Year - Online Shopping - Jewellery & Accessories

BlueStone: The Heaven for Jewellery Seekers

Anamika Sahu
Sunday, November 23, 2014
Anamika Sahu
When Shanthi Nair got her Dussehra bonus, she decided to gift herself an incredible jewellery piece to wear daily to office as she has been doing since past several years. Previously, she used to take the traditional way and visit several physical stores but to disappointment. But three years back when Shanthi came across BlueStone.com, she was fascinated to see thousands of jewellery and accessories that the website housed. Shanthi found several of them fitting her requirement and budget as well. She placed her order and received it within one working day. Since then, she has been the loyal advocate of BlueStone. Such is the tremendous and exquisite offerings and services offered by BlueStone.

Founded in 2011 by Gaurav Singh Kushwaha with the intent of providing exquisite gold and diamond jewellery to the Indian consumers at affordable prices, BlueStone houses thousands of high quality jewellery and accessories with strikingly beautiful designs thus offering extensive user experience. "With only 0.5 percent of the $50 billion jewellery market being online, online jewellery industry is poised to be one of the fastest growing e-Commerce segments and BlueStone is at the forefront of leading innovation in this industry," says Gaurav, Founder & CEO, BlueStone.

While online purchasing of jewellery is not intuitional within Indian audiences, Gaurav identified a gap in the industry and realized that there weren't many brands with a national appeal in this space. This offered immense scope -since it has a high ticket-size by virtue of its value, while there is a dearth of large competitors. Comprehending that this growth is driven by disruptive innovations on design variety, value and never before services like home trials, Gaurav incorporated them all in BlueStone along with 30-day return without any questions and lifetime exchange of jewellery. Today, BlueStone design and manufacture in-house which provides the company complete control on quality and design sensibility of each and every piece that goes online. "Like traditional retailers, we also make sure that the customers are completely convinced about the product details to its last gram before making a purchase," adds Gaurav. BlueStone also offers Home Try-On service, Guide Store, Certified Jewellery, Customized Jewellery and several others.

All the jewellery offered carries the trusted BIS Hallmark assuring the customer of the gold purity in their product. The diamond jewellery comes with a certificate of authenticity from prestigious laboratories such as IGI, SGL and HKD. The BlueStone solitaire carries a certificate of authenticity from world-renowned laboratories such as GIA and IGI. The company's customization service offers customers the flexibility to customize their jewellery in the choice of gold, color of gold - Yellow/White; while diamond in SI IJ, SI GH, VS GH and VVS EF color clarity combinations. While BlueStone's Home Try-On service provides customers the flexibility at their home comfort, they get the additional benefit of lifetime exchange for any purchase they make within India.

The Initial Defy

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