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.
