Founded in 2011 by Gaurav Singh Kushwaha, BlueStone is one of India’s leading digital-first jewelry brands. By combining modern design, personalization, and cutting-edge technology, BlueStone has successfully created a unique space for itself in India’s massive $85 billion jewelry market.
Company Snapshot
- Name: BlueStone
- Founded: 2011
- Founder & CEO: Gaurav Singh Kushwaha
- Headquarters: Bengaluru, Karnataka, India
- Industry: Online & Omnichannel Jewelry Retail
- Website: bluestone.com
The Genesis
Gaurav Singh Kushwaha, an IIT-Delhi alumnus, identified a gap in the traditional jewelry industry: lack of transparency, poor design innovation, and limited personalization. BlueStone began as an online-only platform but evolved into a full-fledged omnichannel retail brand offering exquisite jewelry designs with doorstep delivery, 48-hour shipping, and a 30-day return policy.
Product Offerings
BlueStone focuses on high-quality, handcrafted jewelry across categories:
- Rings
- Earrings
- Necklaces
- Pendants
- Bracelets
- Mangalsutras
- Engagement and Wedding Collections
It also offers exclusive collections under sub-brands like Ziah, Solitaire Collection, and Men’s Line, aiming to tap into every consumer segment.
Business Model & Revenue Strategy
- Omnichannel Approach: Started online; now operates 150+ retail showrooms across India.
- Try-at-Home Service: Enables customers to try jewelry at home before purchase.
- Made-to-Order: Facilitates personalized designs, catering to changing tastes.
- Direct-to-Consumer (D2C): Controls production, design, and retail, cutting out middlemen.
Marketing Strategy
- Influencer-led digital marketing
- High-quality video content and 3D jewelry previews
- Seasonal campaigns and personalized offers
- Collaborations with Bollywood and social media influencers
Financial Growth
- As of 2024, BlueStone is valued at over $450 million
- Recently raised $65 million in a funding round led by Zomato co-founder
- Plans to launch IPO by FY26
- Revenue CAGR of 45% over the past 5 years
Funding History
BlueStone has raised over $190 million to date from investors like:
- Accel
- Kalaari Capital
- Saama Capital
- Ratan Tata
- IvyCap Ventures
- Hero Enterprises
Innovations
- 3D printing in jewelry prototyping
- Augmented Reality (AR) for virtual try-ons
- AI-based recommendation engines
- Blockchain-based certification tracking
Competition
Key competitors include:
- CaratLane (acquired by Titan)
- Melorra
- Tanishq
- Senco Gold & Diamonds
- Giva (in silver jewelry space)
Future Outlook
With a rising middle class and increasing digital penetration, BlueStone is strategically positioned to capture a significant share of India’s online jewelry market. The brand plans to expand to 300 stores by 2026 and continue investing in AI, AR, and hyper-personalized experiences.
FAQs
- What is BlueStone? A digital-first Indian jewelry brand offering online and offline shopping.
- Who founded BlueStone? Gaurav Singh Kushwaha in 2011.
- What are BlueStone’s key products? Rings, necklaces, earrings, bracelets, and more.
- Is BlueStone planning an IPO? Yes, by FY26.
- How many stores does it have? Over 150 retail showrooms as of 2025.
- Revenue growth rate? 45% CAGR over 5 years.
BlueStone continues to bridge tradition with technology, transforming how India buys and wears jewelry.
