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Bluestone Startup Safari

Bluestone

Unique Selling Proposition (USP):
Bluestone, always provides with high quality certified jewelry when it 
comes to precised jewellery and gemstones, especially diamonds. It’s 
not just end with the certified jewelry but, it also offers customized 
jewelry as dreamt by one’s eye, tailoring the jewellery to their desire.
Also, the specialty of Bluestone is that, it mainly deals with daily wear 
and lightweight jewelries. Which make it unique than other jewelry 
brands.

Competitors:
Their biggest competitors includes the well know CaratLane by Tanishq, 
BlueNile, Melorra, and Everlite range of Senco. There are many other 
jewelry companies which competes with BlueStone.

Target Audiences:
BlueStone targets many segments of customers. Specially the Indian 
customers by offering wide range of traditional lightweight and 
dailywear jewelleries. Their demographic segmentation include both 
urban and semi urban areas with its competitive range of price also, the 
customization of jewellery attracts customers who are keen to try out 
customized designs to suit their looks.

Challenges:
The major challenge faced by BlueStone, although

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of its wide range of 
jewellery collections is that the lowest Karat diamond collection offered 
by the company is 18K but, its competitor CaratLane is offering a more 
affordable option which is 14K diamond collection thus, making it lose a 
huge portion in market. They face other challenges too like, huge 
competition in online market as, there are lot of brands available in the 
global online market and keeping a profit margin with a competitive 
price is quite of a challenge for any brand.

Solutions:
To solve the challenges, Bluestone has offered their own limited edition 
jewellery collections so that, it would attract more online audience. Also, 
they never compromise quality with their certified jewelleries thus, 
attracting more customers for quality assurance.

Biz Model:
BlueStone focuses in both global and regional market. It’s business 
model covers the global audience and the ones in internet too through 
the usage of e-commerce platform. Thus, eliminating the need for 
excess physical stores and focus in keep minimum physical stores and 
large online stores.