CaratLane launches modern gold jewellery designs inspired by tradition

by Shrutee K/DNS

This Akshaya Tritiya, CaratLane, India’s leading omni channel jeweller launches a new range of 22Kt gold jewellery that is crafted by reviving traditional techniques and patterns into modern and stylish designs. There is DHOKRA which revisits the rustic charm of tribal jewellery in the form of elegant designs; IKAT which showcases the glory of Ikat patterns with an interplay of enamel on gold; and CHOKAPORA which transforms mala jewellery into bold and statement-making pieces. 

Sharing the inspiration behind these collections, Mr. Mithun Sacheti, Founder & CEO, CaratLane said, “We wanted to create designs that fulfil the Indian woman’s styling needs and resonate with the values that she holds dear - ones that are rooted in tradition, but with a modern interpretation. To turn this thought into a reality, we borrowed elements, motifs and techniques lost in history and reinvented them as stylish, wearable jewellery.”

To bring the campaign story to life, CaratLane chose a powerful muse whose personality resonates strongly with the collection theme, singer-actress Monica Dogra. Commenting on the collaboration, Atul Sinha, SVP Marketing & Retail Sales, CaratLane said, “Monica was the first person who came to our mind when we thought about the face of our campaign as she embodies a growing breed of bold and fearless Indian women. She is not afraid to experiment and speak her mind. At the same time, she is deeply connected to her Indian roots."

CaratLane also roped in designer Surily G who styled the campaign photoshoot with designs from her upcoming summer 2017 collection. Giving a sneak-peek into her summer collection, Surily said, “The playful patterns and contemporary silhouettes of my collection blended very well with the ‘tradition-meets-modern’ vibe of CaratLane’s new gold jewellery collection, and Monica truly elevated the essence of the style story”. The collections present a whole new range of rings, earrings, pendants, bracelets, bangles and necklaces which rewrite the rules of tradition with tasteful craftsmanship and an attitude that fits into today's lifestyle. Prices start at Rs. 4000.

Dhokra: https://www.caratlane.com/jewellery/dhokra.html 

Ikat: https://www.caratlane.com/jewellery/ikat.html

Chokapora: https://www.caratlane.com/jewellery/chokapora.html

About CaratLane: CaratLane - a Tanishq partnership, India’s first omni-channel jewellery brand was founded in 2008, by Mithun Sacheti and Srinivasa Gopalan, with a simple but courageous objective – to make beautiful jewellery accessible, affordable and forever wearable. All CaratLane collections draw design inspirations from a strong historical legacy and interpret them in a modern theme. With the new-age woman as a muse, the design philosophy at CaratLane is to make jewellery which makes the wearer ‘feel’ beautiful, drawing out her compelling individuality, inner confidence and self-esteem.

With a strategic investment from Titan Company Limited, CaratLane is now partners with India’s largest retail jeweller Tanishq. The partnership aims to work towards a common mission – to offer customers beautiful jewellery and a distinctive shopping experience that fits today’s values and lifestyles - enabling CaratLane to grow as India’s 21st century jewellery brand. 

CaratLane is also known for its signature jewellery-buying experience across all platforms. Along with the website, which is India’s largest online jewellery destination, CaratLane, has over 13 brand stores across the country. The stores bring the seamless jewellery buying experience with a no barrier access to all jewellery, along with Magic Mirrors for virtual try-ons. CaratLane also pioneered a unique Try@Home feature for jewellery buyers in the country, where customers can book an appointment, get their desired jewellery delivered at their doorsteps, and try them at their comfort with no-obligations to buy.

Further CaratLane also launched a revolutionary virtual try-on app – the Perfect Look App – which enables jewellery buyers to try multiple pieces without, literally, having to putting them on. CaratLane integrates the StreamLaneTM system to eliminate inefficiencies in the supply chain. It keeps the overheads low and enables CaratLane in efficient delivery, along with bringing forth savings of up to 25% over retail costs to customers, while continuing to give the best quality.

Facilitating the diamond-buying experience in India, CaratLane stores include a Solitaire Lounge to assist diamond buyers to find the perfect solitaire. CaratLane diamond consultants are also available 24X7 at toll-free number 1-800-102-0103.

Visit www.CaratLane.com