CaratLane was established in 2008 as the first Indian brand to sell fine jewellery online. Founded with a mission to democratise jewellery, thirteen years later, it is celebrated as one of India’s top 20 e-commerce portals. CaratLane’s journey from inception to a robust presence online and offline exemplifies its steady and strategic growth. In 2016, CaratLane joined forces with Tanishq bringing the brand closer to its mission of making beautiful jewellery accessible to everyone.
In a freewheeling chat with IMAGES Business of Fashion’s Kajal Ahuja, Deepika Khare, National Head – Business Development, CaratLane talks about some new innovations made by CaratLane and the company’s current position in the market.
Pioneering Online Fine Jewellery
CaratLane was the first brand in India to sell fine jewellery online, positioning itself as a technology-driven entity in a traditionally offline market. Its quirky and fashionable designs, combined with pure diamonds, redefine jewellery as a fashion accessory. “Unlike traditional jewellers, CaratLane’s offerings are seen as stylish accessories, appealing to modern consumers seeking both elegance and innovation,” says Deepika.
Key Offerings
CaratLane showcases its exquisite craftsmanship with beautiful jewellery designs including rings, earrings, pendants, necklace, chains, bangles, bracelets, mangalsutra, nose pins. Aside from jewellery, the brand offers 22k and 24k gold coins with certification and the guarantee of a BIS Hallmarked stamp.
Technology Integration
CaratLane employs cutting-edge technology to bridge the gap between virtual and physical shopping experiences. The CaratLane app offers a Virtual Try-on that allows users to see how the jewellery will look when worn, enhancing customer engagement and satisfaction.
New Innovation
The technology-driven jewellery brand has also recently launched a unique feature called CaratLane Postcards for keepsaking special memories. The feature allows customers to record a personalised video while buying a piece of jewellery for their loved ones. Each piece comes with a QR code which can later be scanned offering a memorable and interactive experience.
“That is one of the things that sets CaratLane apart. It is a fashionable jewellery brand with great designs and it is a technology-driven jewellery brand,” says Deepika.
Market Presence and Expansion
With 274 operational stores across India, CaratLane continues to expand its market presence. Initially focusing on metro areas, CaratLane now has a strong presence in tier II and tier III cities. The brand is now focusing on reaching middle India. CaratLane continues to grow its online presence as well with over 100,000 downloads of the CaratLane app; it has become one of the most popular mobile applications in the jewellery industry.
Through its unique blend of fashion, technology, and cost efficiency, CaratLane has redefined the jewellery market in India. Its strategic alliance with Tanishq and continuous expansion into new regions underscore CaratLane’s commitment to making beautiful jewellery accessible to all.
