Women leaders are transforming India’s fashion retail landscape with strategic vision, innovation, and a keen pulse on the evolving consumer. From luxury to D2C, they’re driving growth, sustainability, and inclusivity—while redefining brand storytelling and digital strategy. This feature celebrates the women reshaping the fashion retail industry, breaking barriers, and elevating India’s global fashion presence.
In this edition, we spotlight Rushina Shah, Head of Retail Expansion & Corporate Sales, BlueStone, whose visionary leadership is transforming the brand’s retail and corporate presence across India.
About Rushina Shah
Rushina Shah has always been passionate about consumer behavior, market trends, and the art of crafting impactful brand experiences. Her retail journey began with regional and zonal sales expertise, paving the way for leadership roles in retail expansion and omnichannel growth. With experience across fashion, beauty, accessories, and now luxury jewelry, she has developed a deep understanding of brand positioning, customer engagement, and business development, making her a dynamic force in the industry.
Current Role & Responsibilities
As the Head of Retail Expansion and Corporate Sales at BlueStone, Rushina is responsible for driving the brand’s physical and corporate presence across India. Her role involves strategising and executing retail expansion plans to enter new markets while leading corporate sales initiatives to build partnerships and drive bulk orders.
Challenges & Triumphs in Leadership
One of the key challenges for Rushina was to establish authority in a traditionally male-dominated industry. To overcome this, Rushina has focused on data-backed decision-making to reinforce strategies with measurable results, building a strong professional network for mentorship and industry insights, and advocating for inclusivity in leadership by mentoring and uplifting other women in retail.
Key Strengths & Areas for Growth
- Strengths: Market understanding | Strategist | Strong Managing Skills
- Area of Improvement: Improve international retail exposure
Game-Changing Decisions for Brand
At BlueStone, Rushina Shah led the retail expansion strategy, transforming the brand from a digital-first jewellery retailer into a strong omnichannel player. She played a key role in launching innovative store formats that seamlessly integrate online and offline shopping, identifying strategic locations for nationwide expansion, and strengthening corporate sales partnerships to unlock new revenue streams.
Career Aspirations & Future Goals
- To build BlueStone into the most recognised omnichannel jewellery brand in India.
- To expand retail operations to international markets and lead a retail innovation initiative that blends AI, personalisation, and immersive shopping experiences.
Essential Skills for Success
- Retail expansion and strategic planning
- Customer-Centric business development
- Negotiation and stakeholder management
- Data-Driven decision making
3 Emerging Trends & Technologies Shaping Retail
- Artificial Intelligence for personalising the shopping experience
- Augmented Reality for enhancing the shopping experience
- Real time inventory visibility to enable true omnichannel experience
3 Career Learnings
- Stay ahead of market trends and consumer preferences
- Build and maintain strong relationships with stakeholders
- Invest in technology and innovation to drive long-term success.
Advice for Aspiring Women Leaders
“Stay ahead of market trends, be adaptable to change, and build strong relationships with key stakeholders.”
Biggest Role Model & Why
Radhakishan Damani, founder of D-Mart, for his visionary leadership and disciplined business approach.
Life Mantra
‘Persistence and hard work always pay off.’
