BlueStone, backed by Ratan Tata, launches four new stores in Delhi NCR

NEW DELHI: BlueStone, India’s leading omnichannel fine jewelry destination and Ratan Tata-backed business stalwart, on Monday announced the launch of four outlets in Delhi-NCR, bringing the total number of their stores in the region to 18.

The recently opened outlets are located in some of the city’s most prominent locations and malls – east of Kailash, Kamla Nagar, Gaur City Mall and Ambience Mall.

The company, which was established in 2011, has seen interesting cross-channel behavior where a typical user browses its website for at least 2-3 weeks before visiting a store, it said in a statement.

Additionally, he said 60-70% of customers tend to pre-select a product first on the website before visiting an exclusive branded store that completes the shopping experience by allowing for trials and payment.

“For every customer who shopped online at BlueStone, surveys revealed that there were another 20 who liked the designs but would need the convenience of a store to make a purchase. Therefore, having these experiential stores , BlueStone expects to provide its customers with a true omni-channel experience,” the statement read.

The four new stores house an exclusive collection of more than 450 individually handpicked designs by the merchandise teams in categories including necklaces, pendants, rings, earrings, bracelets, solitaires, as well as men’s jewelry and children. The jewelry comes with the highest level of certification – hallmarked with HUID from BIS accredited laboratories, as well as IGI, GIA and GSL certifications – for gold and diamonds to create their exquisite designs with in-house craftsmanship.

“Jewellery has been an integral part of Indian culture for millennia. The vast geographical landscape of Delhi-NCR has distinct groups of people endorsing distinct jewelry styles, for fashion and cultural significance. Our existing stores in Delhi- NCR are extremely popular. , which has given us the confidence to launch 4 more stores in a short time. With these launches, we now have a total of 84 stores across the territory, giving a strong boost to our model of omnichannel distribution that is revolutionizing the purchase of jewelry,” said Sudeep Nagar, COO of BlueStone.

Luz W. German