Park Street gets a new jewellery destination: BlueStone opens flagship store with luxury Indo-contemporary design

The store spans across two floors with high ceilings all around, giving individuals a tasteful experience to try and shop BlueStone’s products.

The brand has its focus on contemporary jewellery and everyday wear for men and women.

Equipped with a large entrance, the store follows an Indo-contemporary design language with a balance of Indian design features and contemporary minimalism.

The all-white marble floors and white walls of the store are complemented by arched shelves all throughout the store, which display their pieces. Being an Indian brand present in the contemporary jewellery market, the store clearly represents their ethos.

The store’s colour palette follows a white, pink, gold, and beige aesthetic, giving the place a premium aesthetic.

In conversation with the Assistant Vice-President at BlueStone India, Shrishti Jain, Jain spoke on the journey and thought process of opening this flagship store, BlueStone’s position in India’s growing jewellery market, consumers' preferences and their changes in the last few years, and the importance of physical flagship stores in today’s growing online shopping market.

Reflecting upon the journey to the opening of BlueStone’s Park Street location, Jain told IBNS, “I think we, as a brand, we've done a lot of stores in High Street areas and that's worked very well for us. And Park Street being one of the more up-and-coming streets,it's always been that way. I think, you know, since forever, Park Street has been Kolkata's heart. It happened on the same street in Kolkata.

"I think this particular location gives us the height and, you know, the luxury that we wanted to kind of communicate through our designs, through the interiors of the store; this place gave us exactly that kind of experience. If you see, you know, the height is beautiful, the two-storey setting and of course, the setting on a place, which is so convenient and so accessible. So that all of that put together, we felt Park Street to be an absolute location.”

Talking to the Sales Director of BlueStone, Piyush Jain talked about the transition of the jewellery market from an unorganised to an organised sector and jewellery as a form of self-expression.

“Blue Stall is trying to be part of the change that is coming uh, in the jewellery sector itself.
You would see the jewellery sector transitioning from an unorganised sector through an organised sector. I think we are placed right there in the middle, where we are able to cater to a larger variety of audience.

"We're not limiting ourselves to only the gifting range or to only the wedding range, but we're actually catering to from the gifting range towards the wedding range. I think jewellery is transitioning that way; more and more people who are getting married don't want to spend a lot on one piece, but rather they want to invest on something that they could wear daily and probably a smaller amount also for some bigger occasions, but they don't want to invest a huge pool on one piece of jewellery as it used to happen in the past,” said Jain.

The store is located at Stephen Court Building, Premises No. 15, in Park Street and is open every day of the week from 11 am to 9 pm.

(Reporting by Swastik Sarkar. Photos by PR Team)