A Tale of Two Indian Fine Jewelry Brands: Caratlane and Bluestone

Bluestone and Caratlane set out with the same dream. They both wanted to sell everyday fine jewellery online.

This was a pretty alien concept in a country like ours, where gold and diamonds are seen more as an asset rather than just an accessory. And for a lot of people, buying gold and diamonds online is completely out of the question, even today. 

But both these companies were committed to the idea that there was space for fine jewellery online. And turns out they were right. Today, pretty much any major jeweller you can think of is selling their jewellery online. 

But somewhere along the way, they went on completely different trajectories.