How CaratLane Reaches More Customers Through Smart Marketing

See how CaratLane uses social media, simple ads, and real-life moments to reach people. Learn how the brand makes jewellery feel easy to buy and fun to wear. If you’re curious about how they stay popular online, this is a complete and clear look at what they do.

CaratLane has become a well-known name in India's jewellery market, especially among younger buyers. By combining online shopping with physical stores, the brand has made it easy for people to buy jewellery in a way that suits them best. This mix of digital and in-store experiences has helped CaratLane grow steadily over the years.

In the financial year 2023-24 (FY24), CaratLane's revenue from operations increased by 41%, reaching ₹3,080 crore, up from ₹2,168 crore in FY23, according to Inc24 reports. This growth shows that more people are choosing CaratLane for their jewellery needs.

CaratLane has been opening new stores across India to reach more customers. As of December 2024, the company had 305 stores in 128 cities, including its first international store in New Jersey, USA. This expansion helps customers who prefer to see and try jewellery in person before buying.

Unlike traditional jewellers who often focus on heavy, occasion-specific pieces, CaratLane offers jewellery that people can wear every day. Their average order value is around ₹25,000, and about 90% of their sales come from diamond jewellery. This approach appeals to young women looking for stylish yet affordable options.

It’s clear that CaratLane has connected well with today’s shoppers. Now, let’s take a closer look at what’s been driving this success, from marketing strategies to influencer tie-ups and everything in between.

Digital-First Approach

CaratLane is one of those brands that understood early on how important the internet is, especially for shopping. Instead of focusing only on traditional ways like newspaper ads or hoardings, they put most of their energy into digital platforms. This includes Instagram, YouTube, Facebook (now Meta), and other online channels where people spend a lot of time.

• Why CaratLane Focuses on Digital

People today scroll through their phones more than anything else. Whether it’s while waiting in line, during a commute, or just relaxing at home, phones are always in hand. CaratLane knows this and wants to show their jewellery right where people are looking.

They post high-quality photos and short videos of their products on Instagram and YouTube. These are not just product shots. Most of the time, the jewellery is worn by real people in real settings, like at a dinner party, a wedding, or while going to work. This helps customers imagine how the pieces will look on them.

• Social Media Helps Tell Stories

CaratLane doesn’t just post pictures for the sake of it. They use stories and captions to share why a certain ring or necklace was made.

A notable example is CaratLane's "Khul Ke Karo Express" campaign for Valentine's Day. This campaign featured stories inspired by real customers, highlighting various relationships beyond romantic ones, such as mother-daughter and sibling bonds. The campaign encouraged people to express their love openly, regardless of the type of relationship. It also showcased affordable jewellery options, making gifting accessible to a wider audience.

Instagram Reels and YouTube Shorts are a big part of their strategy. These short videos catch attention quickly and show off jewellery in everyday situations. They often include soft background music, close-up shots, and slow-motion clips that make the jewellery stand out. This kind of visual content is easy to watch and often gets shared.

Telling Stories Through Influencers

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CaratLane understands that people listen to people. That’s why they work with influencers to reach more customers in a real and relatable way. Instead of only showing ads, they let trusted content creators tell their own stories while wearing CaratLane jewellery. This makes the message feel natural, not forced.

They don’t only work with big names. CaratLane teams up with both macro-influencers who have large followings and micro-influencers who connect closely with their smaller audiences. This mix helps the brand speak to all kinds of people, from young college students to working women and new moms.

• The “Wear Your Wins” Campaign

One of their popular influencer campaigns was "Wear Your Wins" with Nancy Tyagi. Nancy is a young content creator who became widely known after creating her own outfits for the Cannes Film Festival. She stood out not just because of her fashion skills but because of her story: a small-town girl making big moves on her own.

CaratLane teamed up with Nancy to promote the idea that jewellery isn’t just for big occasions. It can also be a reward for personal wins. The campaign encouraged women to celebrate their own hard work and achievements, no matter how big or small. Whether it was getting a new job, finishing a big project, or simply getting through a tough week, CaratLane wanted women to feel proud and gift themselves something special.

Nancy shared her story, styled CaratLane pieces, and talked about how she wears jewellery to mark her journey. Her audience connected with that message because it felt honest and personal. It wasn’t about luxury; it was about meaning.

• Why This Works

When influencers talk about jewellery in a way that fits into their own lives, it feels personal. People who follow them trust their choices. So, when someone like Nancy says, “This is what I wore when I reached a goal,” it makes followers want to do the same.

By working with influencers who tell their own stories, CaratLane reaches more people in a way that feels natural. And that’s what makes influencer marketing a smart part of their strategy.

Reach People Just Like CaratLane with Influencer Marketing

CaratLane Ads That Follow What You Like

CaratLane also uses digital ads to reach the right people at the right time. Let’s say someone is searching online for engagement rings or looking up birthday gift ideas. CaratLane’s ads might pop up while they scroll through websites, watch videos, or check social media. This helps the brand connect with people who are already thinking about buying jewellery.

They do this using a smart method called programmatic advertising. It’s a system that uses data to show ads to people based on their online behaviour. For example, if someone recently visited a jewellery site or searched for rings, CaratLane can show them ads related to those interests. These ads appear across different websites and platforms the person uses, which keeps CaratLane’s name fresh in their mind.

They also use retargeting. This means if you go to CaratLane’s website, browse a few necklaces, and leave without buying anything, you might start seeing those same products again on your Instagram or Facebook feed. This is a gentle reminder of what you liked and gives you another chance to buy it.

To make all this happen smoothly, CaratLane uses platforms like

1. Google Display & Video 360 - This helps them plan and run ad campaigns across multiple websites and videos.

2. Criteo - This tool is great for retargeting. It tracks what people looked at and shows them similar ads later.

3. The Trade Desk - This platform lets them choose exactly who sees their ads, based on location, interests, and browsing behaviour.

This approach helps CaratLane reach people who are already interested instead of showing their ads to random users. It saves money, brings better results, and keeps their jewellery in front of the right eyes.

Occasion-Based Marketing

CaratLane knows that people often buy jewellery when something special is happening. It could be a wedding, a birthday, a festival like Diwali, or even a small win like landing a new job. So, instead of showing the same content all year, they create special campaigns for different occasions.

• Wedding Season

During wedding season, CaratLane highlights its traditional gold and diamond jewellery. They show real brides and bridesmaids wearing their pieces. Their posts focus on emotions, family moments, and how jewellery becomes part of memories. They also share tips on gifting jewellery for different wedding events, like engagements, sangeet, or the big day itself.

For example, during the wedding season, CaratLane often promotes its Mangalsutra collection by showing how modern brides can choose designs that are both meaningful and stylish. The goal is to make the jewellery feel like a perfect fit for today’s women.

• Festivals Like Diwali and Raksha Bandhan

CaratLane runs special campaigns around big Indian festivals. For Diwali, they usually offer discounts and feature gold and gemstone collections that go well with festive outfits. Their social media and ads focus on gifting. They’ll say things like, “Celebrate Diwali with a gift that lasts,” and show sons buying earrings for their moms or siblings exchanging jewellery instead of sweets.

During Raksha Bandhan, CaratLane highlights affordable yet thoughtful gifts like pendants, bracelets, or rings. They keep the messaging simple; it's about showing love with something beautiful and lasting.

• Personal Wins and Milestones

Not all celebrations need to be big. CaratLane also talks about smaller, personal moments. Getting a promotion, finishing exams, or even completing a personal goal - these moments also deserve to be remembered. That’s where their “Wear Your Wins” theme continues to play a role. They suggest that jewellery can be a reward for yourself.

This idea has been especially popular among working women who buy jewellery not just to look good but to mark something they’ve achieved. It’s jewellery with a story behind it.

• Why This Works

By matching their ads and content to real-life events, CaratLane becomes part of people’s stories. When someone is already thinking about buying a gift, CaratLane’s message fits right in. It doesn’t feel out of place. Whether it’s a wedding, a festival, or a personal win, CaratLane is ready with jewellery that fits the mood.

This kind of marketing feels more personal. It’s not just selling a ring or a chain. It’s showing how those things can be part of someone’s life at just the right time.

Celebrity Endorsements That Feel Real

CaratLane doesn’t just pick any celebrity to promote their jewellery. They choose people who reflect the values and lifestyle of their customers. One strong example of this is their work with Bollywood star Kareena Kapoor Khan.

• Kareena Kapoor in “Crew”

In the film Crew, Kareena plays Jasmine, a confident and stylish air hostess. Her character wears a sleek initial pendant with the letter "J" from CaratLane. The necklace is small, simple, and elegant, something that fits easily into everyday life, not just special events.

This pendant in the movie isn’t forced or flashy. It blends in naturally with her role. It shows that jewellery doesn’t always have to be big or heavy to make a statement. A simple pendant can still stand out when worn with confidence.

• Adds Glamour, But Keeps It Real

While Kareena adds a touch of star power, the jewellery itself stays true to what CaratLane stands for: simple, wearable, and meaningful designs. This makes the partnership feel more honest and relatable. Instead of selling a dream that feels far away, they show something that feels possible and real.

• Why This Works

By placing their jewellery in a film like Crew, CaratLane connects with young, modern women who look up to Kareena and her fashion choices. The pendant worn by her character isn’t just a prop. It becomes a part of the story. And because the necklace is something that everyday people can actually buy and wear, it helps customers imagine themselves wearing it too.

This kind of celebrity endorsement works because it feels natural. It’s not about a one-time ad or a flashy red carpet photo. It’s about showing how jewellery fits into a modern woman’s life, whether she’s at work, on a date, or spending time with friends.

Reach People Just Like CaratLane with Celebrity Campaigns

Reaching Customers Across More Channels

CaratLane doesn’t just rely on one or two platforms to connect with people. They know that different people use different apps, so they’ve started using a mix of both new and old channels to talk to customers in ways that feel natural and easy.

• Easy Shopping with WhatsApp

Many people already use WhatsApp every day to chat with friends and family. So CaratLane made it possible for customers to use WhatsApp to talk to the brand directly. It feels like chatting with a helpful shop assistant, but from your phone. This is especially useful for those who don’t want to download a new app or open a website just to get help.

The process is simple. You message CaratLane’s WhatsApp number, and someone from their team helps you. It could be about checking ring sizes, looking at new designs, or fixing a meeting at the nearest store. This saves time and makes the whole experience feel personal.

• Trying Other Platforms

CaratLane is also trying out newer channels to connect with younger people who may not watch TV or scroll through Facebook. They’ve used platforms like

1. Spotify - where people listen to music and podcasts, CaratLane runs short audio ads.

2. Glance - which shows content on lock screens of mobile phones, helping CaratLane reach users passively.

3. Inshorts - a news app used by busy, young readers who like short content.

4. Pinterest - a visual platform where people often search for fashion, jewellery, and gift ideas.

By being present on these apps, CaratLane shows up where their audience already spends time.

• Coming Back to TV Ads

After seven years away from television, CaratLane decided to return to it. While online ads are great, not everyone uses social media or apps. Some people still prefer watching TV. By coming back to TV, CaratLane makes sure they reach a larger group of people, including those who may not shop online often.

Their TV ads also remind people that CaratLane is backed by the Tata Group, a name that many Indian families already trust. This helps build confidence in the brand, especially for first-time buyers or older customers who value known names.

Takeaway

CaratLane’s success comes from understanding what today’s customers want. They mix easy online shopping with physical stores, use digital platforms where people spend time, and work with celebrities and influencers who feel real and relatable. Their marketing matches special occasions and everyday moments, making jewellery part of people’s lives.

This clear, simple approach has helped CaratLane grow and connect with many different kinds of shoppers. They reach customers through the right channels, whether it’s WhatsApp, Instagram, or even TV. By doing this, they make buying jewellery easy, personal, and meaningful.

Just like CaratLane partnered with Bollywood stars and trusted influencers to reach their audience, you can do the same for your brand. Working with the right celebrity or influencer can help your message reach the people who matter most to you. It brings a personal touch and builds trust, just like CaratLane has shown.

If you want to connect with the right faces to grow your brand, we can help. Tring will find the perfect celebrity or influencer for your needs. Together, you can create stories that truly connect with your audience. Contact us now!