BUSINESS
Caratlane, a jewellery brand in India, aims to redefine how jewellery is perceived and purchased. Founded with the vision of making jewellery accessible to everyone, the brand targets financially independent, free-thinking women aged 20 to 30 who use jewellery as a form of self-expression. The company recently launched a campaign featuring Nancy Tyagi, a social media content creator, as part of its ‘Wear Your Wins’ initiative. This campaign aims to inspire women to celebrate their achievements, both big and small. The brand believes that women are often selfless and may not fully appreciate their accomplishments. Through this campaign, Caratlane encourages women to reward themselves with jewellery that they can wear every day, rather than keeping it stored away in lockers. In today’s fast-paced digital world, Caratlane claims to focus on a digital-first strategy to reach its target audience and recognises the significant amount of time their customers spend on social media—around three to four hours daily—and their preference for video content. Consequently, Caratlane’s marketing campaigns are heavily focused on digital platforms like social media, YouTube, Meta, and Google. “We launched a highly targeted, women-centric marketing campaign that is heavily focused on digital platforms. A significant part of our strategy involves using user-generated content (UGC) and testimonials from our consumers,” Jennifer Pandya, VP and head of marketing, CaratLane, told BrandWagon Online . This approach allows Caratlane to connect with its audience on a personal level, leveraging the stories and experiences of its consumers, she added. Influencer collaborations and partnerships Caratlane collaborates with influencers, particularly during events like the Cannes Festival, in order to get more visibility and brand recall. Talking about everyday jewellery, people look for inspiration on how to style it and often search on social media for tips and tricks and here comes the role of user-generated content and influencers.”We’ve been working with content creators for a while and wanted to participate in the Cannes Festival because we knew many influencers would be there. When Nancy’s team reached out to us, what resonated with us was her story. Caratlane has always been about accessibility, being the first brand to launch affordable diamond jewellery in the country. We want everyone to wear jewellery and have equal access to great, affordable diamonds,” Pandya noted. The collaboration with Nancy Tyagi, during Cannes, exemplifies this strategy. “Supporting Nancy’s dream aligned perfectly with our brand values,” Pandya explained, highlighting Caratlane’s focus on accessibility and affordability. This partnership transitioned into the brand’s ‘Wear Your Wins’ campaign, celebrating women rewarding themselves for their achievements. Innovation is the key! In this category, many D2C brands offer jewellery with fresh designs at a comparatively lower price than 24-carat gold jewellery. These brands claim to use 14-16 carat gold for their everyday styling collections. Brands such as Shraddha Kapoor-backed Palmonas, Giva, Bluestone, Mia by Tanishq, and Candere by Kalyan Jewellers, among others, offer and leverage similar products and strategies. Competing on price and product innovation is quite a differentiator here. “Caratlane distinguishes itself through product innovation and added value rather than competing on price alone. We offer services like 24-hour delivery, gold exchange, and a unique postcard feature, where a video can be embedded in a ring. This adds an emotional dimension to gifting jewellery, beyond just the physical piece,” Pandya stated. Caratlane offers a range of kids’ jewellery, including its collaboration with Disney which features 75 exclusive pieces of real gold jewellery. Additionally, the brand has collections inspired by Harry Potter and the Powerpuff Girls, among others. The company’s focus on innovation extends to its product designs, particularly in the sub-Rs 20,000 category. “Our innovative manufacturing processes allow us to create affordable jewellery without compromising on style,” Pandya mentioned. This approach addresses the modern consumer’s preference for aesthetically pleasing jewellery over traditional weight-based valuation. Game of reach! When discussing modern-day women who are working and independent, this market is particularly relevant in metropolitan areas like Delhi, Bangalore, and Mumbai, as well as some tier-1 and tier-2 cities due to the high rate of working women population in the corporate world. However, since most of India resides in small towns and villages, tapping into these markets would be highly beneficial for brands. Caratlane has more than 275 stores in India across 110 cities. While metro cities like Delhi and Bangalore contribute the most to its sales, Caratlane is experiencing significant growth in tier-2 and tier-3 cities. “In these smaller towns, such as Hisar, Patiala, Durgapur, and Madurai, consumers seek modern, everyday diamond jewellery that local jewellers don’t offer,” Pandya pointed out. This expansion strategy aims to leverage the unmet demand in smaller cities. Targeting key revenue segments Caratlane’s revenue growth strategy focuses on three main segments, which are women buying jewellery for themselves, women gifting other women, and men gifting women. “The largest segment is women buying jewellery for themselves,” Pandya highlighted. To cater to this segment, Caratlane aims to innovate in its jewellery designs, making stylish and affordable pieces accessible to a broader audience. Follow us on Twitter , Instagram , LinkedIn, Facebook None
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