Bluestone Jewellery and Lifestyle Limited was originally incorporated as ‘New Age E Commerce Services Private Limited’, a private limited company under the Companies Act, 1956, pursuant to a certificate of incorporation issued by the RoC on July 22, 2011. Subsequently, the name of the company was changed to ‘BlueStone Jewellery and Lifestyle Private Limited’, pursuant to a fresh certificate of incorporation issued by the RoC on November 25, 2013. Thereafter, the company was converted to a public limited company and the name of the company was changed to ‘BlueStone Jewellery and Lifestyle Limited’ pursuant to a fresh certificate of incorporation dated November 8, 2024 issued by the RoC.

The company offers contemporary lifestyle diamond, gold, platinum and studded jewellery under its flagship brand, BlueStone. It is a digital first direct-to-consumer (DTC) brand focussed on ensuring a seamless omnichannel experience for customers and are the second largest digital-first omni-channel jewellery brand in India. It retails its products through its website www.bluestone.com and its mobile application available on iOS and Google Play Store, in addition to its pan-India network of stores.

Its wide range of product offerings includes rings, earrings, necklaces, pendants, solitaires, bangles, bracelets and chains cater to diverse customer segments and are retailed at varied price points. It offers customers an omni-channel experience with an endeavour to ensure a smooth and consistent shopping experience across various touchpoints. Its omni-channel approach caters to customers preferences and convenience and endeavours to ensure that the purchase of jewellery is a personalized and intimate experience. In its experience, an omni-channel approach allows customers to have a cohesive shopping experience by offering them the ability to browse its products online, get assistance in-store, and make purchase decisions either online or at its stores in-person.

Business area of the company

The company offers contemporary lifestyle diamond, gold, platinum and studded jewellery under its flagship brand, BlueStone. The company carries on its business under the brand name of ‘BlueStone’.

History and milestones

• 2011: Establishment of the company’s first office at Bengaluru, Karnataka
• 2012: Commencement of the company’s online channel of business.
• 2012: Establishment of the company’s office in Mumbai, Maharashtra.
• 2012: Establishment and expansion of the manufacturing unit in Mumbai, Maharashtra.
• 2014: Online retail channel expanded to cover 12,600 PIN codes.
• 2015: Establishment of additional manufacturing facility in Mumbai, Maharashtra.
• 2018: Commencement of omnichannel business model with the launch of first exclusive brand outlet in New Delhi.
• 2021: Establishment of 50th store.
• 2022: Establishment of 100th store.
• 2022: Establishment of additional manufacturing facility in Jaipur, Rajasthan.
• 2023: Establishment of 150th store.
• 2024: Achieved store retail presence across 26 states / union territories.
• 2024: Crossed annual revenue of Rs 10,000 million in Fiscal 2024.
• 2024: Onboarding of more than half million customers since incorporation.
• 2024: Establishment of 250th store.