Caratlane has appointed Yami Gautam Dhar as its first brand ambassador, marking a shift in the company’s branding strategy as it looks to scale visibility and deepen consumer engagement.
The company, part of the Tata Group, said the collaboration reflects its focus on building stronger cultural relevance as it expands its omni-channel presence.
In the campaign film ‘Heera Har Heere Ke Liye’, Dhar breaks the fourth wall, speaking directly to women watching the ad and referring to them as “diamonds”, before posing the question, “If every girl is a diamond, why shouldn’t every girl have one?”
Yami Gautam Dhar, known for her work across Hindi cinema, is representative of the brand’s target consumer—young, urban and design-conscious—at a time when jewellery is increasingly marketed for everyday wear rather than occasion-led purchases.
“Bringing Yami Gautam Dhar on board as CaratLane’s first-ever brand ambassador marks a significant moment for us. Yami represents values that resonate deeply with our brand: authenticity, elegance, and a modern perspective on success. She has carved her own path with credibility and grace, and her aesthetic sensibility makes her a natural fit for CaratLane,” said Saumen Bhaumik, Managing Director, CaratLane.
The move comes as the brand seeks to strengthen its positioning in contemporary fine jewellery, with a focus on versatility and daily use.
“Caratlane has beautifully reimagined how modern India experiences fine jewellery, making it stylish, versatile, and a part of everyday expression. I love how their designs strike a balance between elegance and contemporary sensibilities. I’m delighted to be associated with the brand and look forward to being part of this exciting journey,” said Yami Gautam Dhar.
Founded in 2008 as an online jewellery start-up, CaratLane expanded into physical retail following investment from Titan in 2016. It now operates more than 365 stores in India and internationally, alongside its digital platform, and has introduced services such as home trials and live shopping to support its omni-channel model.
