With ‘Museum of Love’, BlueStone aims to evoke saga of old school romance through couple bands and memories

This wedding season, the brand has launched a campaign to celebrate the little things that make up a couple’s love story unique and promote its couple bands through it

Mumbai: This wedding season, BlueStone has set out to apply a fresh lens to every love story through its campaign ‘Museum of Love’, a heartfelt celebration of the momentous journey of couples and the little things that make it special. Life is full of firsts – a first date rose, first rollercoaster ticket holding each other’s hands, polaroids from a fuzzy day snuggling under a warm blanket, a handwritten “Besides chocolate, you’re my favourite” pick-up line, to even the cork from a nostalgic bottle of champagne. To turn these dusty romantic archives into larger-than-life keepsakes, the ‘Museum of Love’ concept was born. It is being promoted on Instagram with hashtags like #VintageRomance #LoveLanguage and #CoupleGoals. Each post about couple bands depicts treasured memories with lines such as “Where old souls and mix tapes meet. #MuseumOfLove… Did you know that holding hands while book shopping is the new Netflix and chill?” or “Red velvet romance, served with a side of forever. #MuseumOfLove… This one’s for the unapologetic romantics. What’s your love language? Ours is grand gestures”. Though the couple bands are not customizable, the brand’s objective is for customers to identify with these romantic elements and feel compelled to buy its jewellery.

Talking about the campaign, Vipin Sharma, Chief Merchandising Officer, BlueStone said, “Weddings are a time of grand celebrations, but it’s the little things, and gestures of love that couples hold dear. Through the Museum of Love, we wanted to honour these precious moments that often go unspoken yet form the heart of every relationship. Our couple bands are designed to reflect this bond, adding an elegant, personal touch to each love story. We believe that, as couples embark on their journey, they’ll see themselves in these stories and find a unique connection in every piece they choose.”

According to the brand, the Museum of Love is a tribute to the beautiful journey that tugs at every couple’s heart-strings and a testament to the power of little things that remain in a capsule of memories, represented by its couple bands.

BlueStone, founded in 2011 by Gaurav Singh Kushwaha in Bangalore, is one of India’s largest e-commerce portals for fine jewellery. It offers a range of jewellery options online across its mobile application and website while also providing offline experiences at its pan-India network of more than 200 retail stores.

Retail Jeweller India News