The Future Of Technology In The Jewellery Sector
In a landscape that has traditionally thrived on intuition and word-of-mouth, BlueStone emerged as a response to the jewellery industry’s low digital adoption. Gaurav Singh Kushwaha, the Founder and CEO of BlueStone, shares his valuable insights on the influence of technology in shaping his brainchild, now one of India’s largest fine jewellery brands. BlueStone uniquely integrates technology for a personalised shopping experience, offering a vast range of exquisite designs online and across over 180 stores in more than 75 cities nationwide, and offers a unique Try at Home experience.
Fine Jewellery in the Digital Age
BlueStone's exploration into jewellery technology predates the emergence of contemporary tech-centric industries such as foodtech and fintech. Since our inception, we have developed a proprietary and seamless tech stack that has disrupted the traditional jewellery category. Our tech stack covers the entire value chain, from design to delivery, enhancing our omnichannel experience and boosting customer satisfaction.
The in-house development of these systems from the ground up has empowered us to address challenges that have confounded many in the jewellery sector. We've successfully forged a network that synchronises our factories, hubs, physical stores, and digital platforms, creating a cohesive ecosystem. This infrastructure not only ensures our customers have access to the latest trends but also enables the efficient capture and utilisation of data in a centralised repository. Our approach involves strategically allocating resources, enhancing the efficiency of our operations and positioning us at the forefront of the industry's technological evolution. This holistic strategy ensures a truly intelligent and customer-centric experience.
An Innovation in Merchandising
At the heart of our tech story lies a bespoke in-store merchandising innovation called “Style Stack”, that has been developed in-house. We use Style Stack to analyse factors like store size and design efficiency to create the optimal display for each store. It determines the best mix of categories and creations for more than 180 of our locations, based on data and not mere intuition. This data-driven approach not only enhances the precision of our retail strategy but also allows us to understand and satiate our customers’ needs better.
Hyper-personalised User Experience
We leverage our cutting-edge technology ecosystem to create more than just business value. We are dedicated to elevating user experience and fostering customer loyalty by seamlessly meeting their expectations at every touchpoint of their experience with BlueStone. Our user-experience system, “Awe UX”, empowers us to customise user journeys to the unique needs and preferences of each customer.
The dynamic synergy of our website and application, both powered by Awe UX, offers a plethora of features designed to transform the discovery and purchase of jewellery into an effortless experience. Awe UX enables customers to personalise their designs, identify favourites at a nearby store, add them to their wishlist, and track delivery timelines. Our dedication to personalisation goes beyond the screen, extending to our Try at Home feature.
A Stellar Logistics Solution
In the complex landscape of jewellery retail, managing an inventory of over 7000 creations across 180 stores in more than 75 cities, with each store housing up to 2000 pieces; requires substantial investments in resources and connectivity. The challenge lies in orchestrating a network that caters to the diverse preferences of customers from various channels, which necessitates the capability to synchronise the needs of customers with product availability. Addressing this complex demand is our exclusive logistics solution, “Gold Net”.
Gold Net, a pivotal asset, expertly maneuvers our vast network. When an order is placed, it swiftly determines the fastest delivery approach. If the item isn't in stock, it seamlessly transitions to our factories, streamlining processes from the initial design to the final product. For readily available pieces, Gold Net efficiently discerns their location, coordinating shipment through our logistics network for optimal efficiency and order visibility.
As we look to the future, BlueStone remains steadfast in leveraging technology not just as a tool but as a strategic enabler for sustained growth, customer satisfaction, and continued leadership in the jewellery retail landscape.
