As a Tanishq partnership, CaratLane has grown to be one of India’s top omnichannel jewellery brands and is renowned for its distinctive jewellery-buying experience across all platforms. There are over 170 CaratLane stores across the nation, offering a seamless jewellery buying experience, in addition to the website, one of the biggest online destinations for jewellery. The goal of CaratLane has always been to create wearable jewellery that is straightforward, brave, and beautiful while remaining accessible and affordable.
A Harry Potter-themed collection, inspired by the boy wizard’s magical world and the wildly successful book and film series, was recently launched by CaratLane in partnership with Warner Bros. Discovery Global Consumer Products (WBDGCP). The collection includes diamond rings, bracelets, necklaces, earrings, and watch charms.
Jennifer Panday, VP of Marketing at CaratLane, discusses the concept behind the partnership for the Harry Potter collection, marketing to younger age groups and expanding the clientele, how theme-related collections are assisting the brand in becoming well-liked among the youth target market, plans, and more.
What was the rationale behind the partnership for the Harry Potter-themed clothing line?
We associate Harry Potter with our formative years. Our target audience was primarily made up of young people in their teens, tweens, and early 20s. Their fascination with these designs and their love for the Harry Potter series will evoke nostalgia in them. This collection aims to increase the target market by appealing to younger age groups and lowering prices. This is made possible by the collection’s variety.
What other successful theme-based collections has CaratLane introduced to date?
We’ve introduced other themed collections before the Harry Potter one. We partnered with Viacom18 in 2021 to introduce two fun jewellery collections for children: the CaratLane x Dora the Explorer collection and the CaratLane x Peppa Pig collection. During Rakha Bandhan, we also introduced jewellery with a Doremon theme.
All of these were part of a special initiative to get closer to our young supporters.
The collection is more focused on jewellery for women. Is it possible that CaratLane will one day introduce jewellery collections for men?
We do have jewellery available that is geared toward men, like our selection of engagement rings. We serve both men and women, and this collection sells quite well. Additionally, we have gemstones created specifically for men. But aside from this, the men’s category doesn’t currently have much to offer.
What are CaratLane’s upcoming marketing strategies and joint ventures?
We can’t talk much about our upcoming plans or partnerships, but we are undoubtedly getting ready for 2023 when we will be launching more collections and working on more partnerships.