Apart from influencer collaborations, CaratLane has also recently branched out into Bollywood partnerships. crew On collaborating in the film, Pandya explains, “There was a very special scene in which Kareena Kapoor is gifted with Karatlane jewellery, so I wanted to try my hand at Bollywood.”
Film collaborations are something that CaratLane is interested in, but the brand is being cautious about the types of films it partners with: “We are seriously considering these collaborations, but we are also very cautious about what collaborations we end up doing. At this point, we can't scale anything because we want to make sure it's right for the brand.”
Discussing consumer demographics, Pandya revealed that while women account for a majority of sales, there is also a sizeable number of men buying for their spouses. Geographically, large cities are a major contributor, but Pandya points out, “We are seeing very interesting growth in tier 2 and tier 3 cities because consumers there are looking for this kind of contemporary, everyday jewellery.”
Consumer trends in the category are evolving, with a growing demand for distinctive pieces. “People want things they can wear every day, but they also want them to stand out,” Pandya points out. She cites the popularity of gemstones, enamel-based jewellery and items with nostalgic connections like Disney collections.
On the retail side, CaratLane continues to expand its brick-and-mortar presence: “We currently have over 275 stores across about 110 cities in the country,” says Pandya. The brand has aggressive plans to expand into tier-2, tier-3 and beyond cities, though he declined to share specific numbers.
