Overview of BlueStone: India’s Premium Omnichannel Jeweller
Back in 2011, Gaurav Singh Kushwaha had a simple yet bold idea: “What if buying jewellery could be as easy and enjoyable as shopping online without losing the magic and emotions that come with it?” That question sparked the birth of ‘BlueStone’, a brand that set out to bring India’s rich jewellery heritage into the digital age. With a vision to revolutionize how Indians discover and purchase jewellery, BlueStone prioritized convenience, trust, and design diversity. Over the years, the company has evolved into an omnichannel leader with 250+ stores across 80+ cities. The website offers a seamless blend of luxury and convenience, allowing customers to browse more than 8,000 pieces of beautifully designed jewellery.
Business Challenges Faced by BlueStone
BlueStone had always prided itself on offering a seamless jewellery experience whether someone walked into a store or browsed from their couch. But with over 250 stores across 80+ cities, keeping every store’s online presence up to date became a growing challenge. Considering local SEO, some store listings showed inaccurate business hours, missing photos, or outdated service details, which occasionally made it harder for even loyal customers to find the right information.
At the same time, BlueStone’s website which is home to over 8,000 jewellery designs, many of its offerings were not always aligned with the specific keywords people searched for in their region. This meant that some stunning collections, especially those tailored to local preferences or special occasions, were being missed by potential customers who would have loved them.
Across platforms, reviews were coming in, many full of praise, some with constructive suggestions. But responding to every single one, across hundreds of locations, was difficult without a centralised system. As a result, some voices went unheard.
BlueStone’s ‘Gold Mine 10+1’ Subscription plan was brilliant: pay for 10 months, get a bonus in the 11th, and redeem it on stunning jewellery. While many customers loved it once they knew about it, online visibility and clarity around the plan’s features were limited, making it harder for new users to engage with it confidently. BlueStone needed a way to bring all of its energy and excellence into clearer focus to ensure that its digital presence truly reflected its real-world brilliance.
From Search to Local SEO Solution: The RightChoice.AI Partnership
After evaluating multiple platforms, BlueStone chose RightChoice.AI for its ability to scale omnichannel visibility, automate digital engagement, and unify brand communication across online and offline fronts. The decision was not just strategic; it was transformational. In particular, the BlueStone focused on solving three core objectives:
- Improve Online Visibility Across Its Website
- Streamline Local SEO and Profile Management for 250+ Stores
- Enhance Engagement and Trust through Subscription Offerings
1. Online Retail Transformation (Website): E-Commerce SEO
Google handles over 63,000 searches every second, totalling around 5.6 billion daily and 2 trillion annually. With Local Keywords Ranker BlueStone identified key search terms driving regional demand. These tools enabled the brand to target queries like “engagement ring near me” or “gold pendant in 35,000”. The insights also revealed keyword trends in Tier 1 and Tier 2 cities, helping BlueStone refine its local SEO strategy for maximum impact.
Figure 1: Keywords Tracker
(Source: RightChoice.Ai Dashboard)
The brand also leveraged Geo Grid Tracker to understand which cities or zones were seeing visibility drops, and targeted content and keyword strategies were deployed accordingly. The Content AI Generator was utilized to write optimized business descriptions and product content across categories. From diamond rings to mangalsutras, RightChoice.Ai infused each product page with search-friendly terms such as such as “Buy Mangalsutra online” or “Gold rings under ₹20,000”. AI-generated content not only saved time but ensured every listing resonated with local search behaviour.
The result? Mobile Maps Impressions grew by more than 40 %, showing improved real-time visibility for mobile users.
2. In-Store B2C Excellence: Managing 250+ Stores Across India
Managing digital consistency for 250+ stores is complex, especially when each listing may face unique updates or local competition. BlueStone used Manage Multiple Listings and 20+ Directories Integration to centrally control profiles across Google, Bing, and others. Updates to business hours, photos, categories, or offerings could now be rolled out instantly across all platforms.
Figure 2: Competitor Summary
(Source: RightChoice.Ai Dashboard)
The brand also activated Profile Protection and Profile Suspension Risk tools to prevent unauthorized listing edits, false ownership claims, and auto-suspensions from Google. These tools actively monitored each store’s profile, ensuring only authentic, brand-approved data appeared publicly.
Figure 3: Business Listing Protection
(Source: RightChoice.Ai Dashboard)
To boost local SEO and engagement at the store level, BlueStone used Products & Menu Update to highlight trending collections, occasion-based offers, and design services—all with AI-curated visuals and descriptions. The brand saw significant gains in mobile map impressions and desktop map impressions, with the latter soaring by over 500% proving that local store listings became far more discoverable and influential over the two-year span.
3. Subscription & Loyalty Programs: Reviving Gold Mine with AI
BlueStone’s subscription-based savings model—the Gold Mine 10+1 Plan—is one of its most customer-centric offerings. Customers contribute for 10 months, get bonus rewards in the 11th, and redeem them all for exquisite jewellery. Through AI Sentiment Analysis, the team analyzed thousands of reviews to understand how users felt about the program. Many appreciated the concept but expressed confusion over the benefits or redemption.
Figure 4: Customer Sentiment Analysis
(Source: RightChoice.Ai Dashboard)
To address this, BlueStone activated AI Review Auto Reply and AI Review Summary to respond empathetically to every user whether they praised the plan or had queries. Brand-aligned replies helped clear misunderstandings and built emotional equity with loyal subscribers. Weekly optimizations via Local Post Scheduler ensured every listing shared updates about new plan launches, customer testimonials, and seasonal offers. Each touchpoint became an opportunity to build trust. It helped highlight key points like “100% Certified Jewellery,” “80+ Cities Nationwide,” and “Personalised Video Consultations,” helping customers feel supported at every step. As a result, BlueStone’s total impressions increased to over 30 million in 2025, reinforcing the impact of its hybrid retail strategy and local optimization.
Results: A Transformation from 2023 to 2025
Between April 2023 and March 2025, BlueStone’s investment in RightChoice.AI led to measurable improvements in visibility and engagement:
- Desktop Maps Impressions grew by over 500%, boosting the visibility of local stores in key markets.
- Mobile Maps Impressions rose by more than 45%, helping in-store discovery during high-intent searches.
- Total Impressions saw over 40% growth, reflecting improved omnichannel brand presence.
Final Thoughts
Jewellery is personal, emotional, and aspirational. BlueStone understands this deeply, and by partnering with RightChoice.Ai, they turned that understanding into action. By leveraging AI across online listings, customer feedback, local SEO, and store discovery, the brand did not just fix a drop in visibility—it unlocked new levels of precision, scalability, and emotional resonance with its customers.
Tools Used
- Local Keywords Ranker
- Geo Grid Tracker
- Products & Menu Update
- AI Content Generator
- Manage Multiple Listings
- Profile Protection
- 20+ Directory Integration
- AI Sentiment Analysis
- AI Review Auto Reply
- Local Post Scheduler
- Profile Suspension Risk
