CaratLane launches Un-Nostalgic : A brave new look of gold

by Shrutee K/DNS

CaratLane, India's leading omni-channel jeweller has crafted a novel direction of design and style in gold jewellery, with it’s latest collection line - Un-Nostalgic. Unusual, unexpected and unapologetically modern – Un-Nostalgic speaks the language of gold in today’s terms. Un-Nostalgic brings together three diverse collections of gold jewellery, in terms of inspiration, aesthetics and story - Goldstruck, which brings geometric designs and playful brave new styles, Gold Crush that captures the raw texture of gold giving it the right level of edge, and Gold Lace that takes froufrou filigree to a gutsy style. The entire collection has over 800 new designs in both 18KT and 22KT gold. 

“Gold has been limited to occasions. Gold jewellery has always been designed to blend in. With Un-Nostalgic, CaratLane breaks these norms about gold jewellery for the urbane, edgy and chic women of today,” Mr. Mithun Sacheti, Co-Founder & CEO, CaratLane said. Sharing the inspiration behind Un-Nostalgic, Atul Sinha, Senior Vice President, CaratLane said, “Gold jewellery has had its day in many decades. But lately, we noticed gold was losing its sheen as the true metal of high fashion… this led us to conduct a nationwide study, titled ‘Unlearning Gold’. The findings then confirmed the need to bring gold jewellery that’s truly nothing like before - hence, Un-Nostalgic.”

The ‘Unlearning Gold’ survey revealed that Indian women today are consistently looking for a new wave of modernist jewellery that provide the perfect complement to the refined tastes of this age. As many as 55% women described gold jewellery available in India as unwearable, traditional in design, and not reflective of changing styles. When asked to rate factors that are most important for gold jewellery, most women ranked design as the most important factor, with 70% votes. Wearability comes a close second among things that matter most to women today, when it comes to gold jewellery.

“These days, there is no down time, women want to wear gold that is easy and goes with everything. It’s not a simple case of less is more; it is rather about how can gold shed off its traditional feel and be more contemporary. This is why we put our efforts together to bring accessible, affordable and wearable gold jewellery that celebrates everyday as an occasion, has a sense of individuality and complements the eccentricity of every look. In other words, it’s gold jewellery that’s Un-Nostalgic in design, style and appeal.” Mr. Sacheti further added.

Each collection of the Un-Nostalgic line brings a whole new range of rings, earrings, pendants, bracelets, bangles and necklaces. Each design under the Collection line rewrites the rules with tasteful craftsmanship and attitude which readily fit into everyday lives, absolutely unlike gold jewellery like ever before.

Collections start from Rs 3,500.

Un-Nostalgic - https://www.caratlane.com/gold-jewellery.html

About CaratLane:

CaratLane, India’s 1^st true omni-channel jewellery brand was founded in 2008, by Mithun Sacheti and Srinivasa Gopalan. CaratLane was incepted with a courageous objective – to make beautiful jewellery accessible, affordable and forever wearable. As a 21^st century jewellery brand, 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.

CaratLane is 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, in 2015, CaratLane launched its first-ever 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 StreamLane™ system to eliminates inefficiencies from the supply chain. It keeps the overheads low and enables CaratLane in efficient delivery, along with bringing forth savings of up to 30% to customers, over retail costs, without compromising on 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.

To know more about CaratLane: Visit www.CaratLane.com

Join the conversation: #UnNostalgic #CaratLane | @CaratLane | facebook.com/caratlane

About Unlearning Gold:

The ‘Unlearning Gold’ study was conducted with an informed audience to discover the new-age perceptions, tastes and preferences of gold jewellery in India. The nation-wide study was commissioned and executed by CaratLane in March 2016. The findings are based on an online study and the responses of a select, informed audience of over 650 Indians (514 women), including CaratLane customers and followers of the brand on social media channels.