CaratLane is marking its 18th anniversary with a new film, featuring its brand ambassador Yami Gautam that celebrates the women who have shaped the brand’s journey, built around the idea that every piece of jewellery carries a story of the woman who wears it.
Titled as an anniversary tribute, the film explores the relationship between a diamond and the woman who gives it meaning, reflecting on the moments, memories and personal stories that jewellery can hold. The campaign forms the centrepiece of CaratLane’s 18-year milestone celebrations on October 8.
Founded in 2008, CaratLane began as an online jewellery platform with the belief that every woman is extraordinary and deserves jewellery that reflects that. Over the years, the brand has expanded into an omnichannel jewellery business, with more than 390 stores across India, two international stores and a presence across 17,000+ pincodes.
The anniversary also comes against a period of significant growth for the brand. Over the last five years, CaratLane has grown at a 40% CAGR, with revenue reaching nearly four times its level five years ago.
Reflecting on the milestone, Saumen Bhaumik, Managing Director, CaratLane, said, “CaratLane started in 2008 as an online jewellery website, with a simple belief that every woman is extraordinary, as precious as a diamond, and deserves to own one. Over 18 years, we became India’s first omnichannel jewellery brand and have gone on to make natural diamonds part of the stories of millions of young Indians, across India and around 30 countries. This journey has only been possible because of the women who trusted us, our partners and our teams, past and present. As we celebrate 18 years, a bigger dream is taking shape, and I truly believe our best years are ahead. One woman, one story at a time.”
Alongside the anniversary film, CaratLane is marking the milestone with a series of initiatives across its product, design and international businesses. The brand has upgraded its natural diamond offerings to FG-colour diamonds, while also introducing 5,000 new designs and nine signature festive collections.
The brand is also continuing its international expansion through its Global 2.0 initiative, which includes a rebuilt international web platform, an International App and the dedicated Shaya App. These initiatives are aimed at extending CaratLane’s presence among Indian women across markets.
As CaratLane enters its 19th year, the anniversary film brings the focus back to the women at the centre of its journey, and the stories attached to the jewellery they choose.
