Omnichannel jewellery retailer BlueStone is doubling down on its strategy to increase margins and drive growth through its company-owned, company-operated (COCO) stores and in-house manufacturing capabilities, said founder and CEO Gaurav Singh Kushwaha.
“We were online-only for the first six or seven years. Then we realised that while online lets customers explore designs, but for conversions, stores still work very well. That’s how we became one of the two truly omnichannel players in this category,” Kushwaha told ET, adding that its stores generally turn profitable within two to three months of operation.
