Bluestone is India’s leading brand of high-quality, design-driven, fine jewelry and accessories with strikingly exquisite designs. In an industry-first move, the Company was the first to leverage an omnichannel strategy for selling jewelry by marrying the convenience of shopping online with the visceral trust of an in-store shopping experience.

At the time of our investment, while the fine jewelry industry in India was booming, it suffered from a distinct lack of a superior customer service experience. Cognizant of this gap in the market, Saama invested in BlueStone’s vision of disrupting the jewelry buying experience through a tech-enabled business model. As a maverick of the D2C approach, the Company started as an internet-first brand and later reimagined the traditional jewelry store to offer an immersive and contemporary offline buying experience.

Saama’s early conviction in Bluestone was rooted in the solid entrepreneurial mix of the founding team – with one of the co-founders being a successful serial technology entrepreneur and the other being a 5th-generation jeweler from the CKC Jewellers group (a 150+-year-old leading jewelry brand in South India). We have realized a partial exit, and the company plans an IPO over the next 12-18 months.