Omni-channel jewellery brand CaratLane has unveils a new campaign with a message of female empowerment. Launching with the tagline, ‘Wear Your Wins’, the campaign encourages women to reward themselves with every win, professional or personal.

“Wear Your Wins” encourages women to reward themselves for their wins. Image: Caratlane

The campaign, which was produced by BBH India, features content creator and fashion designer Nancy Tyagi who was in the news when she walked the red carpet at the Cannes Film Festival this year, wearing an elaborate, self-stitched gown enhanced with CaratLane jewellery.

“Wear Your Wins” aspires to encourage women to reward themselves for their wins while underlining the symbolic power that the right jewellery can bring its wearer. Often, women work tirelessly towards routine accomplishments or life goals but may hesitate to acknowledge them, when achieved. CaratLane believes that regular recognition of these accomplishments, big or small, will boost confidence and also inspire women to set higher goals.

“Enabling our customers to express themselves is our brand’s purpose,” explains Jennifer Pandya, VP of Marketing, CaratLane. “While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins… we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”

Wear Your Wins

Titan-owned Caratlane’s latest initiative, Wear Your Wins, features twenty-three year old Nancy Tyagi, who hails from a small village Barnawa in Uttar Pradesh, India. Per Hindustan Times, ‘For her Cannes foray, Tyagi designed four garments, which took her two months to put together. She created her first look, a beautiful 20 kg pink gown with frills and made with 1,000 metres of fabric, in 30 days. In the month that followed, she made the other three.’

Regular recognition of accomplishments will boost confidence. Image: Caratlane

The campaign comprises a film, social interventions and a few other executions to inspire women to celebrate their achievements with pieces of jewellery that can be worn every day and serve as a delightful reminder of each win in life. be it a Cinderella charm bracelet, solitaire, diamond studs or gemstone pendant, each piece pf jewellery is a long-lasting reminder of strength and success, subsequently enhancing the wearer’s self esteem and confidence.

“Women discount their own effort; they don’t acknowledge their own achievements and they don’t celebrate their own wins enough,” says BBH India Chief Creative Officer, Parikshit Bhattaccharya. “CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins.”

The jewellery brand has also launched its first collection ‘Peak’ to epitomise this campaign. The collection was crafted to reward each step of the wearer’s journey to success and features a unique mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.

CaratLane Reports Impressive Revenue Growth, Eyes Expansion

CaratLane – a Tanishq Partnership, India’s first omni-channel jewellery brand, was founded in 2008 by Mithun Sacheti and Srinivasa Gopalan with the objective to make beautiful pieces of jewellery accessible, affordable and wearable. Through its unique designs and innovative technological

Interventions, the brand aims to be a part of each milestone in a woman’s life. Indian jewellery has witnessed a notable shift from traditional family-owned brands that primarily served local markets to modern corporate jewellery brands that operate across both brick- and- mortar and digital platforms. This has led to an increase in market size. Per Maximise Market Research, India Gem and Jewellery Market size was valued at USD 43.71 billion in 2023 and the total India Gem and Jewellery Market revenue is expected to grow at a CAGR of 17.35 per cent from 2024 to 2030.

CaratLane exemplifies this paradigm shift with its innovative approach to jewellery retail. Founded in Chennai, India, with a robust online platform complemented by physical stores, it has effectively bridged the gap between traditional jewellery shopping and modern consumer expectations. Per Kyros, ’In the fiscal year 2022–2023, CaratLane witnessed remarkable revenue growth, reaching INR 2,169 crore, marking a substantial 73% increase from the previous fiscal year’s revenue of INR 1,255.6 crore. Furthermore, in 2023, CaratLane continued its revenue surge, achieving INR 571.24 crore, reflecting a significant 56.7% increase from the fourth quarter of 2022.’

In recent news, Titan Company Limited informed that it will buy the balance 0.36 per cent stake of CaratLane. ‘Titan currently holds 99.64 per cent of the total equity share capital of CaratLane. “As on date, CaratLane is a subsidiary of the company wherein the company holds 99.64% of the total paid-up capital of CaratLane,” the company said in a regulatory filing’ per Business Today.

As a subsidiary of Titan Company Limited, CaratLane is partnered with India’s largest retail jewellery, Tanishq. The partnership aims to work towards a common mission I.e. to offer customers beautiful jewellery and a distinctive shopping experience. Along with the website, which is acclaimed as India’s largest online jewellery destination, CaratLane has 270+ brand stores across the country.

It has also pioneered unique features like CaratLane Live, an online live shopping experience and Try at Home, where customers can book an appointment to try their favourite jewellery designs in the comfort of their home. Facilitating the diamond-buying experience in India, CaratLane stores also include a Solitaire Lounge personalised with a highly skilled team to assist diamond buyers.