Noida: BlueStone has expanded its retail footprint in Greater Noida West with the opening of a new store at Grandthum, strengthening its presence in one of Delhi NCR’s rapidly developing residential and commercial corridors.
The new showroom brings BlueStone’s omnichannel jewellery proposition closer to customers in Greater Noida West, offering collections spanning everyday wear, workwear, festive dressing and occasion-led jewellery. The assortment covers key categories including rings, earrings, necklaces and bracelets, giving local consumers greater access to organised jewellery retail within their immediate catchment.
The opening comes as established jewellery brands increasingly move beyond traditional city-centre locations and major malls to target fast-growing suburban markets. Greater Noida West’s expanding residential population has attracted greater organised retail activity, creating new opportunities for jewellery businesses seeking to establish themselves closer to emerging consumer clusters.
For Grandthum, the addition of BlueStone further broadens a retail mix spanning fashion, lifestyle, food and entertainment. Dr Amish Bhutani, Managing Director, Group 108, said the jeweller’s arrival strengthens the development’s commercial offering and provides another reason for consumers in the surrounding neighbourhoods to visit the destination.
Sanchit Bhutani, Managing Director, Group 108, added that Grandthum was conceived as an integrated destination for shopping, dining and leisure, with the addition of jewellery expanding the range of categories available to customers under one roof.
The new location also aligns with BlueStone’s wider offline expansion strategy. Having built its business as a digital-first jewellery retailer, the company has increasingly invested in physical stores to create an integrated online and offline customer journey.
BlueStone has outlined plans to expand its network to more than 700 stores by 2030, with high streets and growing suburban catchments forming an important part of that strategy.
The Grandthum opening reflects this shift, as BlueStone combines its digital roots with a deeper physical presence in emerging urban markets where demand for branded and organised jewellery retail continues to grow.