BlueStone Jewellery and Lifestyle Limited offer contemporary lifestyle diamond, gold, platinum and studded jewellery under flagship brand, BlueStone. They are a digital first direct-to-consumer (“DTC”) brand focussed on ensuring a seamless omnichannel experience for customers and are the second largest digital-first omni-channel jewellery brand in India. They have pan-India presence with 275 stores across 117 cities in 26 States and Union Territories in India, as of Mar-31, 2025 servicing over 12,600 PIN codes across India. The company was originally incorporated as ‘New Age E Commerce Services Private Limited’ on Jul-22, 2011. The registered office of the company is located in Bangalore, Karnataka.