Caratlane started as an online brand in 2008, and has enjoyed very consistent business growth. Along with its unique designs, the price points became the biggest USP for the brand. Gradually, with consumer research, the brand started physical retail outlets as it was a crucial need for final buying. The brand’s physical stores are totally different from the traditional format. As most decision making happenes online, most consumers come to the store only to experience and purchase. Because of this, the retail stores are much smaller and more efficient. Currently, the brand has 23 operational exclusive brand outlets and is looking to open 2 stores a month.
Core Target Group
The brand’s core target is the young, independent 28 to 32 years old woman. She is self confident and makes her own decisions. She wants to look and feel good everyday. But overall, the brand enjoys the demand from women of all age groups.
Core Product Categories
The brand has mostly studded jewellery and plain gold ones. The product portfolio spanning earrings, rings and pendants are the largest segment in the brand profile and contribute to around 60-65 percent of its growth. Apart from this, Caratlane has bracelets, nose pins, bangles, necklaces with new categories like ear puffs, nail wings, etc. The brand also has India’s largest collection of solitaires on their online portal which has access to 200 thousand solitaires which are listed specified with their full specifications.
Nominated Occasion Wear Collection and it’s Theme
Between now and till mid October, the company is launching a whole gamut of collections. This is also keeping in mind the festivities and occasions which are lining up. The company is about to launch a new collection called ‘Butterfly’ which is inspired by butterfly and includes rings, ear-rings with colours of green, blue, orange.
Design Aesthetics and Details
The brand is focused on aesthetics which appeal to a modern day woman. Today, women dress up differently in the daily routine and for occasions. This is what caught the eye of the owners of Caratlane who started working on modern designed jewellery which appeals to this new generation woman.
Forthcoming Fall/Winter Collections
The brand is planning to launch 300- 400 new designs across different collections during Diwali.