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Indian Startup BlueStone Launches Pokémon Fine Jewelry Range

Bengaluru-based e-commerce startup BlueStone has caught on to India's need to "catch 'em all." In a truly unique initiative in the gems and jewelry industry, the company launched an officially licensed range of Pokémon-themed fine jewelry on September 23.

The world of fine jewelry is no stranger to Pokémon. K. Uno's character jewelry and accessory brand U-Treasure launched a number of Pokémon designs in 2018. But this is the first time fans are seeing their favorite video game furbabies on a luxury product line in India. The quirky range of earrings, charms, bracelets, and smartwatch charms in BlueStone's new collection include beloved Pokémon such as Pikachu, Bulbasaur, Squirtle, Snorlax, and Jigglypuff.

The design-focused jewelry brand offers each of the 31 pieces in the Pokémon collection in 14-karat, 18-karat, or 22-karat variants. So while we're waiting for our Funskool Pokémon cards to finally appreciate in value, Pokémon trainers will still have some realistic investment opportunities.

Post the online shopping boom of the 2010's, the jewelry industry finally began innovating and diversifying beyond the wedding-centric market. Tata's Tanishq and Caratlane brands have led the march with minimalist fine jewelry ranges marketed towards working professionals. Founded in 2011 and backed by Ratan Tata himself, BlueStone wasn't one to be left behind. The company launches fresh ranges of designs every month catering to people from all walks of life.

The company's 30-day return policy and market-rate buy-back policy gives young buyers and investors incentive to purchase luxury items that they wouldn't otherwise consider. The small pieces in the Pokémon collection make for especially great investments for little ones who might want to wear their gold instead of letting it sit in a locker until they're older. The company's chief merchandising officer Vipin Sharma stated that the collection is "a nod to the past, a celebration of the present and a heartfelt connection between generations."

Each Pokémon or Poké Ball design from the collection can be purchased in a white gold or rose gold variant, letting buyers customize their piece to suit their tastes and wardrobes. While the collection features Great Balls, Ultra Balls, and Master Balls, one of the highlights of the collection is the Poké Ball design featuring a solitaire in the center.

With anime merch startups popping up in every city and companies like Bandai Namco entering the Indian market, it's clear that Indian consumers are ready adorn their shelves and themselves with merch from their favorite anime. So, it's lovely to see the fine jewelry sector of all things take notice and get a leg up on the competition. Looks like it isn't long until we all live in a Pokémon world.

Sources: BlueStone's Instagram account and website, MediaBrief