Online jewellery retailer Bluestone.com plans to retail beyond the internet and also set up brick and mortar type of store formats, reports say. The new venture is being considered as a step to enhance the company’s brand value amongst its customers, especially the older or existing customers.

The venture is yet to be finalised although plans are to take the first steps in major cities of India.

Bluestone.com, was established in 2012 and manufactures its own jewellery. Its customers can trace the stages of the manufacturing process of their jewellery ordered through the online format, reports say. It is looking at a growth level to reach Rs 100 crore in the current year up from Rs 25 crore last year, reports add. Leading industrialist Ratan Tata took interest in investing in the company few months ago.