July 12th, 2024. Mumbai: With its campaign #WearYourWins, CaratLane, the top omni-channel jewelry company in India, has sparked a meaningful cultural movement. CaratLane’s newest campaign encourages women to celebrate every victory, no matter how minor or significant, whether it is in their personal or professional lives. Women often put forth a lot of effort to achieve these victories but may be reluctant to admit them.
The advertisement stars Nancy Tyagi, a renowned content producer and designer who gained notoriety for her extravagant, hand-stitched gown and magnificent CaratLane jewelry as she walked the Cannes red carpet. In order to perfectly capture this campaign, the brand also unveiled PEAK, its debut collection. The PEAK series was designed to honor each milestone in the wearer’s successful ascent to the top. As a tribute to the wearer’s journey of struggles and victories, the collection includes a unique (first of its kind) “Everest Cut” inspired by mountains, which transforms each stone into a symbol of achievement.
Talking about the launch, Jennifer Pandya, VP of Marketing, CaratLane, said: “The goal of our brand is to empower our clients to express themselves. Most women are reluctant to recognize their own victories, whether they be personal or professional, but they are ready to applaud their loved ones and their accomplishments. In a study* we conducted with Quantum, only 3 out of 10 women reported celebrating their victories. As a company that values individuality, we wanted to exhort women to quit undervaluing their accomplishments.
Developed and imagined by BBH India,According to BBH India’s Chief Creative Officer Parikshit Bhattaccharya, “Research has confirmed some disheartening facts.” Women tend to undervalue their own efforts, fail to recognize their own successes, and fail to adequately enjoy their own victories. In terms of how it runs its company and the things it makes possible thanks to its numerous innovations, CaratLane is a trailblazing brand. It seems sense that it is the first jewelry company to encourage women to wear their wins as a way to commemorate their accomplishments. The program includes a movie, social interventions, and numerous other activities to encourage women to embellish their victories with jewelry, such as eye-catching tattoos that serve as constant reminders of their accomplishments.”
