SafeGold promotes old-gold leasing via BlueStone stores in seven cities
SafeGold’s new campaign, featuring Amol Parashar, pitches a service that converts eligible 14K-and-above jewellery into 24K digital gold. Customers leasing gold through BlueStone partner stores can earn up to 4% annually in gold grams, with a six-month minimum lock-in.
What happened
SafeGold launched a digital campaign starring Amol Parashar to promote Old Gold Leasing. Customers can convert eligible jewellery into 24-karat digital gold
Key facts
- Old Gold Leasing is live through BlueStone partner stores in 7 cities
- Gold of 14 karat and above is eligible
- Leasing earns up to 4% annually, credited monthly in gold grams
- Minimum lock-in period: 6 months
- 100 grams leased for one year could become 104 grams
What changed
SafeGold launched a digital campaign starring Amol Parashar to promote Old Gold Leasing. Customers can convert eligible jewellery into 24-karat digital gold through BlueStone stores in seven cities and earn up to 4% annual gold-denominated returns.
Why this matters
SafeGold is using BlueStone’s seven-city store network and celebrity marketing to make old-gold leasing more tangible for jewellery customers while driving assisted conversion at retail counters.
What to watch
- Number of BlueStone stores and cities added to the program.
- Disclosure of gold grams leased, active users, average ticket size or assets under management.
- Customer feedback on purity testing, deductions, redemption and six-month lock-in terms.
- Whether BlueStone promotes the service prominently in-store and across its own customer channels.
- RBI, consumer-protection or digital-gold regulatory scrutiny of returns, custody and leasing claims.