How BlueStone Used Alia Bhatt and Influencers to Make Jewellery Feel Personal

Explore how BlueStone, one of India’s fastest-growing jewellery brands, blended celebrity power and emotional storytelling to win hearts. From Alia Bhatt’s relatable charm to everyday influencer narratives, discover the brand’s marketing journey rooted in meaning and trust.

Jewellery holds a special place in Indian life. It’s part of many important moments, promises, celebrations, and milestones. The Indian jewellery market was worth about USD 85.52 billion in 2023 and is expected to grow to nearly USD 89.65 billion in 2024. This shows how deeply people in India value gold, diamonds, and precious stones, not just as accessories but as symbols of emotion and tradition.

A great brand can catch the eye, but it takes more to hold a place in people’s hearts. BlueStone had the designs, the craftsmanship, and the sparkle. What truly made the brand stand out was its blend of celebrity endorsements and thoughtful influencer marketing. The company brought together iconic faces and relatable voices to create meaningful connections. Among them, Alia Bhatt stood out, adding a gentle charm that made the brand feel close and real. This is a story of how the right people, moments, and intentions can shape not just a brand’s image, but its soul.

When It All Began: A Quiet Beginning, A Bold Dream

BlueStone began its journey in 2011. A quiet beginning in Bangalore, with a clear dream in mind. Founded by Gaurav Singh Kushwaha, the brand set out to change how India looked at jewellery, not just as adornment, but as something personal, meaningful, and modern. With over 8000 carefully crafted designs, BlueStone quickly stood out. What makes it special is not just the variety, but the way you can shape each piece to reflect who you are. From gold purity to diamond clarity, there’s space for you in every jewel.

Backed by giants like Ratan Tata and Nikhil Kamath, BlueStone didn’t just grow, it bloomed. As of September 2024, the brand’s value touched ₹8,100 crore. Its annual revenue stands strong at ₹1,300 crore. These numbers speak, but the real story lies in how people feel when they wear something from BlueStone. It’s not just about the price tag, it’s about how it sits on your skin, how it makes you feel seen.

Alia Bhatt as the Face: A Match Made in Sparkle

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Then came 2017. And with it came Alia. Bright-eyed, real, and full of ease, she was not just a face for the brand. She was a mirror to the audience BlueStone wanted to reach: young, expressive, thoughtful, and honest. The “Try At Home” campaign was more than an ad. It was an invitation. It told viewers, “You do not have to come to us. We will come to you.” In the ad, Alia played the role of a curious shopper trying jewellery in the comfort of her living room, making them feel approachable and warm like a friend inviting you to try something beautiful without pressure.

Bluestone earned ₹112 crore, around 17.5 million dollars, in revenue during the financial year 2016 to 2017, a 12 percent increase compared to the previous year. It worked. The campaign landed just in time for the festive season and sparked a visible rise in interest. 

Going Regional: Speaking More Languages of the Heart

 But BlueStone didn’t stop with one star. It turned its gaze to different corners of the country and found voices that resonated with regional hearts. One such collaboration was with Swasika, an actress loved in the Malayalam and Tamil industries. Her presence helped the brand reach audiences who may not watch Bollywood but still seek beauty and meaning in their jewellery. It’s not just about fame, it’s about familiarity. When people see someone they admire wearing a piece that speaks to them, they listen. They look closer. They imagine.

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Influencer Collaborations: Honest Words in a Digital World

1. Tamara Lashauri: The Style Muse

Tamara’s unboxing videos reveal BlueStone’s jewellery in all its real beauty. She shows how these pieces fit effortlessly into everyday style, making elegance feel natural and easy. Her honest approach helps people see jewellery as a true form of self-expression. Through her, BlueStone reaches those who value genuine and effortless charm.

2. Diksha: The Everyday Storyteller

Diksha’s storytelling crafts jewellery as part of life’s quiet moments, celebrating friendship, personal victories, and family ties. Her warmth and sincerity bring a sense of intimacy to the brand, making viewers feel as though they are listening to a trusted friend rather than an advertisement.
This kind of narrative creates a connection, turning jewellery into memory keepers and tokens of love.

3. Gukesh Dommaraju: Honoring Legacy Through Craftsmanship

When BlueStone collaborated with Gukesh, the youngest world chess champion, they created something beyond jewellery, a symbol of triumph, discipline, and heritage. Custom rings with engravings and designs celebrating his victory were not merely ornaments but stories etched in metal and stone. This collaboration expanded BlueStone’s reach beyond the usual demographics, inviting the world of sports and achievements.

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Festive Campaigns: Jewellery Woven into the Fabric of Celebrations

Jewellery and Indian festivals are inseparable. BlueStone’s festive campaigns are not mere sales pitches but tender stories of tradition, love, and shared moments.

1. Raksha Bandhan: Celebrating Sibling Bonds

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In the Raksha Bandhan campaign, jewellery becomes the silent witness of a sister’s promise and a brother’s gratitude. The pieces symbolize protection, affection, and the unspoken language of care. Through heartfelt storytelling, BlueStone brings alive the warmth that flows between siblings in every glittering thread of gold.

2. Valentine’s Day: The Language of Love 

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BlueStone’s Valentine’s Day campaign #LoveLike_ takes us back to a time when love was shared through mixtapes, handwritten notes, and the soft hum of a Walkman. It celebrates the thrill and innocence of young love, full of discovery and genuine emotion. But more than that, it honors every kind of connection between friends, family, and loved ones, reminding us that love is not one thing but many. Through graceful jewellery and tender stories, BlueStone gives a voice to the feelings that often go unspoken making love something we can wear close to our hearts.

3. Mother’s Day: Honoring Strength and Grace

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The Mother’s Day collection tells tales of strength, sacrifice, and timeless love. BlueStone’s jewellery, in this light, becomes a tribute, a wearable thank you for all the roles mothers play. The campaign’s softness and sincerity touch a universal chord, making the gift of jewellery a symbol of heartfelt gratitude.

Influencers Fuel Bluestone’s Growth

If you look at the Google Trends graph, you’ll notice a steady rise in interest in Bluestone ever since they started working with influencers. Since the brand mostly operates through its website, this growth clearly shows how much its digital presence has improved over the years. Influencers played a big part in building that online buzz and making Bluestone more visible and relatable to a wider audience.

Conclusion: More Than Just Jewellery

Behind BlueStone’s glow lies a business mind that blends heart and strategy. Their seamless mix of celebrity charm, influencer authenticity, regional inclusivity, and emotional storytelling has propelled their growth to ₹8,100 crore in valuation by 2024. The upcoming IPO aiming to raise ₹2,000 crore signals confidence in a brand that balances scale with intimacy. BlueStone’s approach is a lesson in how business success can be deeply human.

BlueStone’s story is a mosaic of dreams, faces, and feelings. From its pioneering start to partnering with Alia Bhatt’s sincere glow, from authentic influencers to campaigns wrapped in the warmth of Indian festivals, it’s a journey of making jewellery not just beautiful but meaningful.
It’s a reminder that brands grow not only by numbers but by touching hearts. And in every shimmer of gold and sparkle of diamond, BlueStone carries a little piece of that soul.

Want to bring your brand closer to people, just like BlueStone did with Alia Bhatt and everyday influencers? Let’s get started!