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Tag: Jennifer Pandya

  • Celebrate Raksha Bandhan with CaratLane’s Disney-inspired jewellery

    Celebrate Raksha Bandhan with CaratLane’s Disney-inspired jewellery

    Mumbai: India’s omnichannel jewellery brand, CaratLane – a Tanishq partnership, has launched its latest collection, bringing iconic Disney stories closer to home, in the form of wearable art. With over 80 adorable designs, this collection celebrates beloved characters and stories from Disney’s Mickey & Friends and Winnie the Pooh to Disney Frozen and Disney Princess, appealing to young teens and women. Just in time for Raksha Bandhan, the collection makes the perfect gift to celebrate childhood memories.

    Inspired by Disney’s classic stories, this extensive range features contemporary and intricate designs that embody the diverse personalities and nuanced qualities of the beloved Disney characters. Combining Disney’s timeless storytelling with CaratLane’s craftsmanship, the collection offers wearable art perfect for young fans. Standout designs include the “Disney Cinderella Magic Heels Pendant,” “Disney Mickey Mouse Personalised Necklace,” “Disney Frozen Snowflake Pearl Necklace,” and the “Disney Little Mermaid Diamond Star Ring”.

    Each piece is designed to evoke nostalgia, allowing fans in India to celebrate their favourite characters and cherished tales with jewellery cast in 14 KT gold, embellished with diamonds, enamel, gemstones, and pearls, with prices starting from Rs 5000.

    As Raksha Bandhan approaches, this collection offers a perfect gifting option, celebrating the cherished bond between siblings with enchanting pieces.

    CaratLane VP marketing Jennifer Pandya said, “We’re thrilled to weave Disney’s timeless storytelling into our latest collection, allowing customers to wear jewellery inspired by their favourite characters every day. This enchanting collection allows us to become relevant to teens and tweens, along with their mothers.

    Leading up to the festival of Raksha Bandhan, this Disney-inspired collection is a wonderful addition to the CaratLane designs, making for thoughtful and memorable gifts that symbolise love and protection.”

  • “Enabling our customers to express themselves is our brand purpose”: CaratLane’s Jennifer Pandya

    “Enabling our customers to express themselves is our brand purpose”: CaratLane’s Jennifer Pandya

    Mumbai: #WearYourWins, a campaign recently launched by CaratLane, celebrates women recognizing and rewarding their achievements. The campaign encourages women to acknowledge every win, big or small, with the new PEAK collection. Featuring Cannes-famed content creator content creator Nancy Tyagi, the collection includes the unique ‘Everest Cut,’ symbolising each step of the wearer’s journey to success.

    Indiantelevision.com caught up with CaratLane’s vice president – marketing & brand, Jennifer Pandya to gain deeper insights about their latest campaign and marketing strategies.

    Edited Excerpts:

    On the marketing strategies behind the #WearYourWins campaign

    Enabling our customers to express themselves is our brand purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their wins – whether personal or professional. According to a study* we did with Quantum, only three out of ten women celebrate their wins. As a brand that champions expressions, 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.

    *Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.

    On “Peak” collection’s unique features compared to other collections at CaratLane

    PEAK collection was launched to celebrate the women’s story of strength, resilience, & the unseen journey to success. This collection is crafted with White Quartz and Amethyst and has incorporated the facets from the CaratLane logo and brand colour.

    Peak collection features a unique (first of its kind) mountain-inspired Everest Cut as a testament to the journey of small or big milestones, shaping each stone into a symbol of success.

    On ensuring the campaign appeals to both men and women and the strategies used to target these different demographics

    CaratLane’s revenue growth strategy focuses on three main segments: women buying jewellery for themselves, women gifting other women, and men gifting women. The largest segment is women buying jewellery for themselves.

    The idea was to create a cultural movement where women rewarded their wins by gifting themselves. More conversations will build confidence and trust, leading more men and women to discover the CaratLane brand. Further for men, we launched Postcards – where you can embed your video in the jewellery (rings category).

    On the origin of this collaboration and Nancy Tyagi being the perfect fit for this campaign?

    We have 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 diamond designs.

    The collaboration with Nancy Tyagi, during Cannes, exemplifies this strategy. Supporting Nancy’s dream aligned perfectly with our brand values, highlighting CaratLane’s focus on accessibility and affordability. This partnership transitioned into the brand’s #WearYourWins campaign, celebrating women rewarding themselves for their wins.

    On celebrities and influencers differing in their impact on conversions for CaratLane

    Most of our marketing strategies are to achieve two key business objectives – building desire and driving conversion. Collaborating with influencers and celebrities who are known to share authentic feedback and offer good styling tips helps build trust. We also use user-generated content (UGC) and consumer reviews to build advocacy, resulting in better conversions.

    Both these approaches allow CaratLane to connect with its audience on a personal level, leveraging the stories and experiences of its consumers.

  • #WearYourWins: CaratLane’s new campaign rewards every achievement

    #WearYourWins: CaratLane’s new campaign rewards every achievement

    Mumbai: CaratLane has launched a heartfelt cultural movement with its campaign #WearYourWins. The latest campaign from CaratLane aims to empower women by encouraging them to reward every win – big or small, professional or personal. Often, women work tirelessly for these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their wins.

    The campaign features content creator and designer Nancy Tyagi who made headlines by walking the red carpet at the Cannes Film Festival wearing an elaborate, self-stitched gown and stunning CaratLane jewellery. The brand also launched its first collection ‘PEAK’ to epitomise this campaign. The ‘PEAK’ collection was crafted to reward each step of the wearer’s journey to success. The collection features a unique (first of its kind) mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.

    Talking about the launch, CaratLane VP of marketing Jennifer Pandya said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, 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.”

    It has been conceptualised and conceived by BBH India. BBH India chief creative officer Parikshit Bhattaccharya stated, “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. 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 initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them,”

    CaratLane’s #WearYourWins campaign has added another dimension to self-expression, seamlessly blending acknowledging achievements and rewarding oneself for their wins.

    *Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.

     

  • Alpona by CaratLane: Tradition reimagined with modern aesthetics

    Alpona by CaratLane: Tradition reimagined with modern aesthetics

    Mumbai: CaratLane, India’s leading omni-channel jewellery brand, has marked the beginning of the festive season with the launch of its new collection, Alpona. The collection draws inspiration from the mesmerising traditional Bengali art style and its eight unique motifs, crafted with modern aesthetics. These intricate patterns carry profound meaning in each motif, symbolising prosperity, good health, and triumphs. Bringing to life these symbolic elements, the collection also taps into the nostalgia of creating these Alpona designs at home to signal the beginning of any celebration.

    Crafted in 14kt gold, white ceramic, and diamonds, the gorgeous Alpona motifs can be seen in a variety of categories, including earrings, rings, bracelets, and pendants. The intricate detailing on each piece demonstrates the perfect blend of tradition and modern elegance.

    Talking about the collection, CaratLane VP of marketing Jennifer Pandya said, “Design has always been at the core of everything we do at CaratLane, and the Alpona collection stays true to its inspiration. The handcrafted intricate motifs of this collection are reminiscent of the nostalgia of creating something beautiful with our hands and sharing the joy with our families during every occasion. We’ve translated this idea into gorgeous, affordable designs that can be worn every day to make this festive season even more joyous for our customers.”

    The collection has been launched with a heartwarming film that gives Alpona the spotlight, showcasing how jewellery brings people together and enables them to express their emotions beautifully. The film stays true to the brand’s ethos of ‘Khul Ke Karo Express’. The film’s protagonist displays a balance of tradition and modernity, embodying the essence of the Alpona collection.

     

     

    Alpona by CaratLane is the ideal choice this festive season, whether you’re going for the classic traditional or a trendy indo-western look. The collection is available online at www.caratlane.com and can be experienced in person at over 230 CaratLane stores across India.

  • This Raksha Bandhan, CaratLane celebrates the bond that never ages

    This Raksha Bandhan, CaratLane celebrates the bond that never ages

    Mumbai: With Raksha Bandhan on the horizon, CaratLane, India’s omni-channel jewellery brand, has unveiled a heart-warming campaign designed to celebrate the everlasting sibling bond. The ingenious concept and flawless execution of this campaign has been attributed to BBH India (part of Publicis Groupe India).

    The CaratLane campaign evokes nostalgia through illustrations that aptly depict the moments of endearing sibling dynamics, it also embraces the very essence of growing up together and remaining united in perpetuity. From playful banter to shared moments of joy, these visuals eloquently capture precious memories that defy the constraints of time.

    Talking about the brand’s latest campaign for Raksha Bandhan, CaratLane VP marketing Jennifer Pandya said, “At a time when the world is marked by rapid changes, sibling bonds comes across as a connection that is steadfast and enduring. The camaraderie shared by siblings are often timeless and distinct from other forms of relationships. That equation among siblings remain unchanged even as they grow and mature and always brings out the child in each other whenever they meet. Based on this understanding, we wanted to position CaratLane as the most desired destination for gifting during this Raksha Bandhan season – the gifts curated by the brand for the occasion capture the essence of timelessness of sibling bondings.”

    CaratLane has added an exciting element to the campaigns with the addition of the limited edition of Raksha Bandhan box. This unique box encourages playful interaction between siblings, as the gift can only be unlocked by correctly answering a question posed by the sibling. This innovative approach not only ensures the intended recipient’s access to the gift, but also adds an extra layer of anticipation and delight to the gifting experience. This exclusive box is available exclusively at the brand’s stores in Mumbai.

    Talking about the thought process that went behind in the making of the campaign, BBH India CCO Parixit Bhattacharya stated, “Sibling relationships are often the most enduring connections of our lives that deserve special attention. CaratLane wanted to craft an unparalleled campaign that commemorates this bond on the occasion of Raksha Bandhan. At BBH, our passion lies in creation, which led us to conceive the ‘Sibling Password Box’ – a playful, fun test for siblings and how well they know each other. We can’t wait to see the questions they come up with and hope this initiative delivers a memory that siblings will cherish for years to come!”

    In a bid to elevate the experience of Raksha Bandhan gifting and make it memorable, the brand also encourages customers to personalise the gifts by incorporating personalised avatars that mirror their distinct styles and personalities. Once the gifting is done, a quick scan of the QR code, provided alongside the gift box, reveals a touching message from the sibling, adding an extra layer of emotional connection. Customers can avail of this engaging activity at any of the 220+ CaratLane stores spread across the country.

    CaratLane has something for everyone to make this festive season even more special – right from Switch’s new convertible jewellery collection to over 7000 stunning designs starting at just Rs 5,000.