Bluestone Expands Its Offline Presence, Opens Four New Stores In Delhi

Ratan Tata-backed BlueStone -- an omnichannel fine Jewellery destination has expanded its offline presence by opening four new stores in Delhi-NCR, taking the total number of retail outlets to 18 in this region.

The newly opened outlets are located at some of the most prominent locations, and malls of the city, which are, East of Kailash, Kamla Nagar, Gaur City Mall, and Ambience Mall. The store at East of Kailash is located in the city’s heartland, with a mix of prominent residential areas and buzzing shopping avenues, for fashion and Jewellery.

The Kamla Nagar store in North Delhi is placed amidst popular eateries and restaurants, alongside several fashions and Jewellery showrooms, while The Gaur City Mall and Ambience Mall are a few of the many popular ones located in the Noida and Gurugram regions respectively.

Both malls have famous clothing, Jewellery, and accessory brands for women, men, and children, making them convenient and popular shopping destinations for our shoppers. The stores at Gaur City and Kamla Nagar, are spread across an area of about 500 sq ft, while the Ambience Mall and East of Kailash boutiques boast a lavish 1,000 sq ft shop floor.

Sudeep Nagar, Chief Operating Officer, BlueStone, said, “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 styles of jewellery, for fashion as well as cultural significance. Our existing stores in Delhi-NCR are extremely loved, which gave us the confidence to launch four more stores in a short span. With these launches, we now have a total of 84 stores spread across the country, giving a strong impetus to our omnichannel retail model which is revolutionising jewellery buying.”

The company has seen interesting cross-channel behaviour where a typical user browses their website for at least 2-3 weeks before visiting a store. 60-70 percent of the customers tend to shortlist a product first on the website before visiting an exclusive brand store which completes the shopping experience by enabling try-on and checkout.

For every one customer who was buying online on BlueStone, surveys revealed that there were 20 others who loved the designs but would require the comfort of a store to make a purchase. Therefore, by having these experiential stores, BlueStone expects to provide its customers with a truly omnichannel experience.

All four new stores house an exclusive collection of over 450 designs individually, handpicked by the merchandise teams across categories such as necklaces, pendants, rings, earrings, bangles, solitaires, as well as Jewellery for men and kids. The Jewellery comes with the highest level of certification- hallmarked with HUID from BIS-approved labs, IGI, GIA, and GSL certifications as well - for gold and diamonds to create their exquisite designs with the top-notch in-house craftsmanship.

A key highlight of the store is the extravagant ‘Solitaire Lounge’, which provides a one-of-a-kind experience for solitaire lovers with assistance from experts and a tech-driven platform to help shoppers pick the perfect designs.