BlueStone.com an online jewellery and accessories brand, has attracted an initial investment of $5 million from Accel Partners and serial entrepreneur Meena Ganesh, CEO & MD of Pearson Education Services. BlueStone is founded by Vidya Nataraj and Gaurav Singh Kushwaha. Kushwaha was the co-founder and CEO of Chakpak.com, which was acquired by FlipKart in November 2011. We had reported earlier that Gaurav Kushwaha had left the company to work on a new venture.

We had also reported that K Ganesh and Meena Ganesh, who last year sold their education services firm TutorVista to Pearson Group for Rs 577 crore, will have co-promoter stakes in four different ecommerce start-ups in the coming weeks, which include, online jewellery store Bluestone.com, book store BookAdda.com and a trip planning and travel sharing site MustSeeIndia.com.

"BlueStone.com is India's first exclusive and aspirational online brand for fine jewellery and accessories aiming to give a new dimension to jewellery shopping. We are catering to the trendy and evolved Indian consumer by providing access to a large variety of carefully selected international designs by jewellery experts coupled with excellent craftsmanship, quality and shopping convenience on a trusted platform," said Vidya Nataraj, founder, BlueStone.com.

Meena Ganesh said, "BlueStone.com empowers working women who can now find great contemporary designs, affordable fashion and trusted jewellery at the convenience of their work or home.  I am proud to be associated with BlueStone and sure that women will find excellent jewellery at the site and will love it as much as I do."

"We are very excited to be part of this unique opportunity to create a jewellery brand that combines trust with a compelling online buying experience" said Prashanth Prakash, partner of Accel Partners, adding, "Accel has invested in several leading ecommerce companies and is confident that BlueStone.com will be the dominant online jewellery company in India."