BlueStone launches digital campaign to engage Hello Kitty fans on 50th anniversary of the icon

The brand, official licensee for Hello Kitty jewellery in India, has also launched a special Hello Kitty collection for kids and teens, capturing its endearing spirit

Mumbai: Omnichannel fine jewellery brand BlueStone is celebrating Hello Kitty’s 50th anniversary with the launch of a digital campaign to engage Hello Kitty fans across various platforms. As the official licensee for Hello Kitty jewellery in India, BlueStone has also launched a jewellery collection designed specifically for kids and teens, including bracelets, earrings, bangles, rings, pendants and necklaces, with prices starting from Rs 5,000.

The collection features not only items for children but also watch accessories and multi-wearable charms tailored for young adults, ensuring that there’s something for everyone.

Vipin Sharma, Chief Merchandising Officer at BlueStone, said, “Hello Kitty is a cute and playful character that evokes a sense of childlike wonder. The golden anniversary felt like the perfect time to capture imaginations across generations with joyful pieces of jewellery that resonate with today’s youth. This collection of fine jewellery captures the endearing spirit of Hello Kitty, which can be cherished forever.”

Hello Kitty, also known by her real name Kitty White, is a fictional character created by Yuko Shimizu, currently designed by Yuko Yamaguchi, and owned by the Japanese company Sanrio. Sanrio depicts Hello Kitty as a British anthropomorphized white cat with a red bow and no visible mouth. BlueStone’s Hello Kitty and Friends collection features a variety of Sanrio characters, including Cinnamoroll, Kerokerokeroppi, Pompompurin, My Melody, and Kuromi. Each design offers children fun options to express their personalities and styles. The brand released an announcement post across its social media platforms to commemorate the collaboration. These posts have received considerable traction with an outpour of positive immediate reaction from potential customers

The pieces are now available at BlueStone stores across India and can also be purchased online through the BlueStone website, making it easy for fans to find their favorite Hello Kitty items.

On a side note, the brand recently released a short clip on their Instagram handle hinting at the prospect of Hello Kitty souvenirs and merchandise to be included with the collection to entice fans of the iconic fictional character to make a purchase.

BlueStone, founded in Bangalore in 2011, is one of India’s digital-first fine jewellery brands. It represents the culmination of a rapidly-evolving consumer preference to shop online and identifies with modernity and digitization. It has to its credit the highly successful Big Gold Upgrade marketing campaign, allowing customers to exchange old gold for a higher caratage value. The brand’s proprietary tech stack enables consumers to customize their purchases from design to delivery. It has more than 200 retail stores nationwide.

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