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REVAMPING its online module, the five-year-old jewellery brand BlueStone.com is launching fresh concepts this season. Chief operating officer Arvind Singhal says, ai???Our brand aims to change the philosophy behind jewellery purchase. We want to offer easy browsability and inculcate 3D design techniques for some of the collections.

The whole idea was to let people look at as many designs they want without compulsions.ai??? He recently unveiled the Design Week that will see five different collections on each weekday, starting from December 12. Five collections called Tropical Paradise, Standing tall, One Two One, Showstoppers and Florentine are crafted by expert designers, based on an eclectic range of inspirations. For instance, where Tropical Paradise derives inspiration from the bamboo plant, One Two One is an avant-garde collection that combines both white and yellow gold.

The site has solitaires, pendants, bracelets and even mangalsutras, and features customised options too. ai???When we can have made-to-order apparel, why not customised jewellery,ai??? asks Singhal, telling us how the e-commerce venture aims to turn the game around with options like a three-day-money-back policy, certified jewellery and the choice of lifetime exchange. Offering yellow, white or rose gold paired, their designs feature precious stones and diamonds. The brand is currently delivering to 18 cities and also offers the home-try-on option.Details:www.bluestone.com. Price: Rs 9,000 onwards

ai??i?? PS Amaryl m sr price


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