In a MediaBrief exclusive, Jennifer Pandya, Vice President of Marketing at CaratLane, and Nancy Tyagi talk about the collaboration for the #WearYourWins campaign, which encourages and empowers women to acknowledge and reward themselves for their accomplishments, personal or professional.
CaratLane has recently launched this campaign with Tyagi, who stole the spotlight at this year’s Cannes Film Festival. Nancy, known for her self-designed dresses, paired her looks with CaratLane jewellery, showcasing the campaign’s message.
Adding to the excitement, CaratLane has also introduced its PEAK collection. This new line is designed to honor every milestone in the wearer’s journey. A standout feature of the collection is the ‘Everest Cut’—a unique, mountain-inspired design that turns each stone into a symbol of perseverance and achievement.
CaratLane’s #WearYourWins campaign
Speaking about the insights behind the #WearYourWins campaign and how women often tend to undermine their wins, Jennifer Pandya, Vice President of Marketing at CaratLane, says, “During a study we did to understand our consumers, we found that women like to buy jewellery to mark their personal milestones. The jewellery is increasingly becoming a symbol of self-reward for women.”
But, “We also found that women often undermine their own victories and attribute their wins to other factors. This insight became the foundation for the new campaign, which aims to spark conversations about women celebrating their wins, big or small.
“We realized that no brands own this space. Many brands in this category appear to have talked about women’s empowerment, but this discussion is still very potent.”
Pandya highlights that for its marketing mix, “CaratLane focuses on a digital-first strategy in order to be where our customer is.”
Explaining that it was Nancy’s story that resonated so strongly with the brand, she comments on why Nancy was the perfect fit for CaratLane and the #WearYourWins campaign.
CaratLane at Cannes Film Festival
Jennifer Pandya says, “We have been working with content creators for a while and wanted to participate in the Cannes Festival because we knew many influencers would be there. When Nancy’s team reached out to us, what resonated with us was her story.”
“The collaboration with Nancy Tyagi during Cannes exemplifies this strategy. Supporting Nancy’s dream aligned perfectly with our brand values, highlighting CaratLane’s focus on accessibility and affordability. This partnership transitioned into the brand’s #WearYourWins campaign, celebrating women rewarding themselves for their wins,” she adds.
Nancy Tyagi, who felt drawn to the brand and the message, says, “It is always great working with a brand like CaratLane. When I first learned about this campaign that CaratLane was planning to launch and they approached me, I was hooked. I said yes immediately.”
Tyagi explains why she finds it important for women to celebrate their achievements through jewellery, saying, “This message resonates with me completely. I have never celebrated anything in my life, and this campaign gave me an opportunity to do so. Women often just do their work without taking time to reflect on their accomplishments. They should start celebrating all the small wins in their lives because they deserve it.”
Impact of #WearYourWins
Pandya further discusses the impact she anticipates for the #WearYourWins campaign on CaratLane’s market share and position.
“We want to be the champions for the expression of emotions—and use our jewellery to enable our customers to do so. We want to create a cultural movement where women reward their wins by gifting themselves through our #WearYourWins campaign,” says Pandya, adding that in the long term, “We want to be relevant to the customers for all their jewellery-buying occasions, from first piercing to everyday wear, engagement and wedding gifts, as well as anniversary gifts.”
CaratLane’s PEAK collection
Shedding light on the new PEAK collection introduced with the #WearYourWins campaign and how it symbolizes the campaign’s message, Jennifer Pandya explains that the PEAK collection was launched “to celebrate the women’s story of strength, resilience, and the unseen journey to success.”
Highlighting the intricate detailing of the collection she adds, “This collection is crafted with White Quartz and Amethyst and has incorporated the facets from the CaratLane logo and brand colour. Peak collection features a unique (first of its kind) mountain-inspired Everest Cut as a testament to the journey of small or big milestones, shaping each stone into a symbol of success. The collection consists of 24 unique designs across different categories starting at ₹17,900.”
Nancy Tyagi on celebrating women’s achievements
Sharing her thoughts on CaratLane’s approach to celebrating women’s achievements through this campaign, Nancy Tyagi comments, “Great initiative and approach. I have never celebrated anything, but this campaign made me do so. Typically, women don’t celebrate their achievements, but they should. Seeing fellow women celebrate their wins will motivate others to do the same and not just focus on work.”
Jennifer Pandya on CaratLane’s new offerings, pricing, services
Jennifer Pandya also discusses how CaratLane balances its product offerings between men’s and women’s jewellery, saying, “Most of our designs are primarily for women; however, we have seen that men prefer CaratLane for select categories like rings. We recently also launched a special platinum curation for men, which consists of rings, bracelets, and chains.”
She also explains how CaratLane determines its pricing structure, especially for special collections like PEAK. “CaratLane distinguishes itself through product innovation and added value rather than competing on price alone. Our innovative manufacturing processes allow us to create beautiful yet affordable jewellery without compromising on style.”
Pandya adds that, “CaratLane offers services like 24-hour delivery, gold exchange, and a unique postcard feature, where a video can be embedded in a ring. This adds an emotional dimension to gifting jewellery beyond just the physical jewellery.”
CaratLane’s business objectives
Commenting on whether the rise of social media influencers changed CaratLane’s approach to marketing, Pandya says, “Most of our marketing strategies are to achieve two key business objectives—building desire and driving conversion. Collaborating with influencers and celebrities who are known to share authentic feedback and offer good styling tips helps build trust in the brand.
“We also use user-generated content (UGC) and consumer reviews to build advocacy, resulting in better conversions. Both these approaches allow CaratLane to connect with its audience on a personal level, leveraging the stories and experiences of its consumers,” she added.
