Ratan Tata-backed BlueStone set to tap the diverse taste for jewellery in the capital; launches four new stores in Delhi – NCR

BlueStone, India’s leading omnichannel fine jewellery destination, announces the launch of four resplendent retail outlets in Delhi – NCR, taking the total count of their stores in this region to 18. The newly opened outlets are located at some of the most prominent locations & 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 fashion and jewellery showrooms, while The Gaur City Mall and Ambience Mall are few of the many popular ones located in Noida & Gurugram region respectively. Both the malls have famous clothing, jewellery & accessory brands for women, men & 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 1000 sq ft shop floor.

The company has seen an interesting cross-channel behaviour where a typical user browses their website for at least 2-3 weeks before visiting a store. 60-70% 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-ons 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 a truly omnichannel experience.

All the four new stores house an exclusive collection of 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 & GSL certifications as well- for gold & 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.

Speaking on the launch, 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 4 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 revolutionizing jewellery buying.”

Courtesy: Retail Jeweller India News