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20 Years And Going Strong...

We have evolved into becoming a specialized brand for curating the best & quality design in imitation jewellery for our customers.

When times change, we need to change along with it...

Taking the business online...

“Here I present a story pulsating with dreams and struggles of two small town entrepreneurs, Krishna Chavan and Sangeeta Chavan.
It was 50th year of India’s independence. They started their humble journeys in a village (now a small town), called Uruli Kanchan, 40 kms away from Pune. With dreams to build a beautiful world for their three kids, they set up a shop, Blue Star Collections in 1997. As it happens in any journey, they had their share of joys and sorrows. And as it also happens in any ‘parental’ journey, their love for their kids kept them going despite all odds.
The Blue Star saw all kinds of pivots – starting as a tailoring shop to housing apparels to finally selling cosmetic products and imitation jewellery. What it never saw were the two souls giving up. From the markets of Mumbai to Ahmedabad to Ludhiana, they were always on look out for the best products for their customers.
India was surging ahead. So were they.
A setback in form of an accident which brought a momentary pause but couldn’t quash their spirits. Like the many setbacks which couldn’t halt India’s march.
The kids grew up and went on their journeys. And came back to help them with their second innings of enterprise. And it turns into a family enterprise. An e-commerce for curated, high quality imitation jewellery – Meru Jewels.
New ways, new learning but the same entrepreneurial spirit!
By 2022, the 75th anniversary of India’s independence, they dream to make it one of the biggest e-commerce for jewellery in India.”
– Ashutosh Kumar
Hunting all over country for the best designers and craftsmen...

Our journey began in 1999

We began in a small village called Uruli Kanchan back in 1999. My parents, a young couple with a dream to raise above the lot and bring the best quality jewellery for their customers in the village which was not accessible before. This marked the start of a 2 decade long journey. It started under the name of Kajari Ladies Shoppie in a small 100 sq. ft. shop  and then we grew into a bigger space of around 750 sq. ft. and the name changed into Blue Star Collection. 

What wakes us up every morning?

Our Quality Promise

The jewellery industry is filled with a wide range of quality and price. We want to strike a balance. By bringing you the best rates with the best quality. We have our design hunters spread all over the country looking for the best craftsmen & women as well as designers to bring you jewellery that will be perfect for you. Whether you are looking for work wear or a festival or a wedding. We have got you covered. 


Our incredible team is here for you


Sangeeta Chavan

Product Research
"Profit in business comes from repeat customers; customers that boast about your product and service, and that bring friends."

Krishna Chavan

Operations & Logistics
"Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you."

Aarti Chavan

"An obsession with customers cannot be copied. No amount of price or product advantage can replace the genuine care for customers."

Sheetal Chavan

Overseas Operations
"Business is all about relationships. And relationships are built by great customer service."

Prathamesh Krisang

"If you help your customers grow, your brand will grow without a doubt"
My necklace and earrings are beautiful and one of my most treasured pieces of jewelry now! Sheetal is also the loveliest person – thank you for the beautiful package and items, the customer assistance and the love you put in your job.
United Kingdom
Perfect size! They had amazing detailing and quality I also loved the free gift
G ALex

In the press

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