Founded to democratise jewellery
CaratLane:
10 Years of
Transforming
Jewellery in India
Allowing
women to explore
Jewellery
through apps
When
Mithun Sacheti founded CaratLane 10 years ago, ecommerce was at its infancy in
India and no one could have imagined that Indian consumers would be ready to
buy jewellery online. CaratLane was founded with a mission to democratise
jewellery - to make beautiful jewellery accessible and affordable and with
designs that are modern and wearable. A refreshing and courageous objective at
the time, especially since the avenues for an online business weren't as wide
open then as they are today.
CaratLane
hasn’t looked back since. It has grown from being one of India’s first online
jewellery brands to being one of India’s largest new age jewellery brands now
with 50 stores across the country.
On
the special occasion of CaratLane’s 10th birthday, Mithun said “The world has
indeed changed in the past ten years. And while ecommerce has now become widely
accepted in India, it has taken steady and sustained focus to democratise
jewellery-buying online. From a website for easy shopping to allowing women to
explore jewellery through apps to discovering interactive mirrors and providing
a no-barrier access to precious jewellery in stores, CaratLane has transformed
jewellery-buying in India.
Our
strong online footprint is now complemented by our growing store presence. With
50 stores across the country, we are now perhaps the world’s first truly
omni-channel jewellery brand. It wouldn’t have been possible without our
extremely valuable and loyal customers and an extremely dedicated team who
would stop at nothing.”
As
a part of the celebrations, CaratLane has added limited edition jewellery to
three of its bestselling collections - Butterfly, Aaranya and Gold Lace. It has
also launched its biggest sale ever with flat 20% off on all diamond jewellery
but that’s not all, there are many more exciting offers for CaratLane
customers.
CaratLane
has also launched an upbeat film to create buzz around its 10th birthday
celebrations. The campaign rolled out nationally with a combination of TV,
digital and CaratLane’s social media channels. The film is targeted towards
creating FOMO (fear of missing out) on its celebrations, among its audience.
Talking
about the campaign Atul Sinha- Senior Vice President Marketing, CaratLane said,
“We’ve come a long way since our inception and we wanted to celebrate this
milestone with the people who made it all possible - Our customers. The ‘10th
birthday’ campaign film beautifully captures our excitement as well as the
cheerful emotion that we’re trying to build around the occasion through our
biggest sale ever.”
CaratLane along with it’s month long
celebrations has a lot more surprises in store, for its customers. Stay Tuned.
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