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Tag: Gaurav Singh Kushwaha

  • From trends to triumphs: BlueStone’s sparkling year in review

    From trends to triumphs: BlueStone’s sparkling year in review

    Mumbai: BlueStone Jewellery’s head of marketing Harshna Pasari intricately navigates the landscape of fine jewellery in 2023. With a keen understanding of data and consumer insights, she illuminates the captivating trends shaping the jewellery market this year, and a nuanced perspective on BlueStone’s success during the festive season. She also provides a forward-looking glimpse into the design-led fine jewellery brand’s vision.

    Shaping style: emerging trends in fine jewellery

    Diamonds and gemstones have indisputably claimed the spotlight in the world of fine jewellery.

    The desire for jewellery that effortlessly intertwines with contemporary lifestyles is evident. In an era characterized by flexibility and multiwearability, the spotlight is now on jewellery that is lightweight, stackable, and versatile. In the same vein, watch jewellery has been making waves. With smartwatches becoming a part of so many people’s wardrobes, we envisioned a line of fine jewellery that would accentuate the look of these daily-wear staples. Our diverse collection of watch charms, pins and bands is a great way for wearers to enhance the look of their smartwatches.

    Rings, especially unique shapes like chevron and vanki rings have had a moment in 2023. Chevron rings, with their striking V-shaped patterns, are true crowd-pleasers. Whether you’re wearing them to work or a cocktail party, their versatility and grace are truly unmatched. Vanki rings are our contemporary take on a classic style that elevates even the most basic of looks into a statement of elegance.

    Another trend that’s been increasingly popular this year is texture play, where unique techniques and materials are used to create depth and visual intrigue in jewellery. Our Sabbia collection features textures inspired by the constant movement of dunes, capturing the essence of shifting sands beneath your fingertips. In the Tucked collection, we’ve centered the design around knots and buttons, creating a threaded texture that you can’t resist touching. À La Mode, one of our bestselling collections, features jewellery with an array of colourful ceramics, that adds a pop to any ensemble. Effortlessly transitioning from day to night, these pieces make a striking impact.

    Embracing festive elegance: A glowing success

    In the week leading up to Dhanteras, BlueStone witnessed an impressive spike in consumer demand as compared to the same period last year. This surge speaks volumes about the unwavering trust of our consumers and their desire for modern, trendy fine jewellery. Dhanteras itself was nothing short of spectacular, with people exuding boundless enthusiasm and a genuine love for jewellery shopping.

    Our TG of cosmopolitan couples between the ages of 25 to 45 has been at the forefront of this change, gravitating towards our jewellery for its use of stylish designs and unique techniques. No longer content with buying plain gold to be kept stashed away in lockers, these customers seek pieces that they can seamlessly integrate into their wardrobes. Their preferences align with our innovative approach and the infectious spirit that envelops the festive season.

    The highlight of our festive offerings was the Big Gold Upgrade exchange offer, a step above the usual old gold exchange. This exchange offer gives customers the highest value for their old gold, allowing them to exchange their old 18kt gold jewellery for the value of 22kt gold. This not only aligns with customers’ desire for modern, stylish jewellery but also offers them the highest value for the old designs that they’ve grown out of. Customers are captivated by the transparency of the exchange process and the assurance of receiving maximum value for their old gold at BlueStone. This trust has translated into a staggering exchange of 201,358 grams of gold through this enticing offer, and this number only went up during the festive season.

    Looking ahead: BlueStone’s vision

    BlueStone envisions an expansive future fueled by a recent infusion of funding, with a strategic focus on amplifying its offline presence across the nation. Currently boasting an impressive network of over 180 stores in India, a significant leap from the 155 stores at the close of the previous year, the company’s footprint extends to 75 plus cities.

    BlueStone aims to continue leading with its innovative tech-led approach. The dynamic interplay between online and offline channels epitomises BlueStone’s omnichannel presence. Customers start their journey with the brand online, exploring pieces that they love, before stepping into a physical store to make them theirs. 

  • Alia Bhatt tries BlueStone at home in new TVC

    MUMBAI: BlueStone.com has launched a campaign to promote its unique ‘Try At Home’ experience with its first and newly appointed brand ambassador, Alia Bhatt. The campaign, spread across multiple media, elucidates the brand’s proposition with a touch of enticement from Bollywood’s next generation superstar.

    As part of the new campaign, the online jewellery brand has launched a TVC, featuring the young and vivacious actress, who exemplifies the spirit of picking the finest in jewellery. The 40 second Ad film portrays her as a fervent shopper who enjoys every moment of the unique ‘Try At Home’ experience offered to her by the jewellery brand before making her purchase. Key aspects that grab the viewer’s attention include the element of convenience and a choice of the trendiest designs in contemporary fine jewellery offered by the brand.

    Apart from being present across all leading television channels, the campaign will be visible in Print, Digital and Social Media outlets with OOH presence in select cities.

    Narrative: The film opens with Alia in a plush room with a vanity mirror and a BlueStone.com jewellery box that is the center of her admiration. She picks a pair of earrings and tries them on, while taking a sophisticated glance in the mirror and pulls her hair up to make herself look elegant with a queen like dignity in her manner. She goes on to try more earrings, a necklace, perhaps a bracelet and adorns different personalities in the mirror with each try. All along, a gentleman from BlueStone.com waits patiently outside her door, he is the brand’s ‘Try At Home’ executive. An assistant reminds Alia about the gentleman and she returns to him only to be fascinated by another selection of jewellery that catches her attention. She takes off once more unhurried and dignified to her room to try the new collection as the executive settles back in his chair.

    The TVC has been conceptualized and executed by Contract Advertising in association with Dharma 2.0 and the music has been directed by Abhishek Arora.

    BlueStone.com founder and CEO Gaurav Singh Kushwaha said, “Our ‘Try At Home’ service has helped us connect with our customers at a personal level, raising the bar on the overall jewellery shopping experience. Over 20% of our consumers shop from us by trying on the jewellery at the comfort of their homes and we intend to boost this unique service further. Alia’s role as a vivacious and style conscious shopper, perfectly complements the profile of our young and dynamic consumers, who will identify with her experience.”

    Contract Advertising national creative director Ashish Chakravarty said, “When we were told about BlueStone’s try at home service the ladies at the agency wasted no time in requesting for a trial. There was a conference room full of girls and jewellery, all in the name of research of course. Their delight and excitement at the gold coming over is what led us to this fun space of Alia goofing around with jewellery in complete privacy. Something one can’t do in a showroom under the glare of sales people and spotlights. The styling, Alia’s effortless charm and of course the awareness of the service via this spot will have a lot of fine jewellery home delivered and tried on in the near future, we feel sure.”

    Dharma 2.0 director Shakun Batra said “While every other brand wants to focus only on beauty, they were most keen on the story and fun quotient of the ad.” Dharma 2.0 producer Punit Malhotra said “It was a fun campaign. I think it’s this energy that translates to the film as well.”

  • MEC bags media mandate of Bluestone.com

    MUMBAI: Online store for jewellery and accessories, Bluestone.com has awarded its media duties to MEC India.

    MEC will service the account from its Bangalore office. MEC India MD T Gangadhar said, “There is no better way to begin 2013 than this. We are excited about partnering BlueStone on their ambitious vision – a vision that could completely transform the jewellery retail landscape in India”.

    Founded by Gaurav Singh Kushwaha, BlueStone.com is funded by blue-chip investors, Accel Partners.

    Kushwaha said, “We are excited about taking BlueStone across a much wider canvas and are delighted to partner with MEC in this regard. MEC’s sound understanding of the digital space and their track record on e-commerce brands made our choice of agency easy. We look forward to a mutually rewarding partnership”.