Comprehensive Research on Accessories

Jewelry Market on Amazon India

Consumer Behaviour Prefrences:
Industry has emerged as one of the fastest growing sectors in India
and slowly
leading revolution in shopping in India. It also brings alot of money
into invest it. Jewellery the its aesthetic as well as country from
companies cono has been used by indian for both investment
purposes.
In September 2020 the us was the largest country (at 44%) I to import
gems and jewellery (US$938.54 million) from India, followed by
Hong Kong (33%) (13%). Indians are and the UAE very traditiond
and setting up a sterling silver ar silver business nigh be a good
investment for us as a foreign based company to make a profit. why?
Because silves is widely used by middle Class people and is
considered a Safe investment for them.
I the Indian market is divided into three segments rich, poor and
middle class. If we look at this closely we find that rich people do not
care about prices, they will spend if something is expensive and
famous because they only care about the brand. On the other hand
middle Chass focuses heavily on prices, but not every middle class
care about the cost as they motly prioritize quality. I neith a
reasonable budget. However not all middle class individuals prioritize
quality over price.
The middle class has three segments of demand. the first seeks good
quality at an affordable price, the second looks for discounted prices
with quality, and the third focuses on buying within a budget because
they more concer- ned about prices due to financial limitations.
Now, Looking at the poor class, this group is also divided into a few
segments. not as much as the willing to buy. Other some have money
though middle class and they are however on their pocket size.
touring want save on are more reliant money as they and spending
carefully on and othe jewellery. this poor clas artificial jewelry ou has
silver gold often depend on replicas of original pieces. India is a huge
market in this replica segments.

Amazon have revolutionized how jewelry is sold and

purchased in India.
The gems and jewelry industry is very important to India’s economy.
It contributes about 7% of India’s total GDP and 15.71% of the
country's total exports. This industry is growing fast and provides
jobs to around 4.64 million people. India is a major center for the
global jewelry market because of its low production costs and skilled
workers.

India exports 75% of the world's polished diamonds, according to

the Gems and Jewelry Export Promotion Council (GJEPC). This
industry plays a big role in earning foreign exchange for the country.
The Indian government considers it an important sector for exports
and allows 100% Foreign Direct Investment (FDI).

The biggest buyers of Indian jewelry are the UAE, US, Russia,
Singapore, Hong Kong, Latin America, and China. The industry
has over 300,000 businesses, mostly small and unorganized players.

India accounts for 29% of global jewelry consumption. The Indian

jewelry market was worth $60 billion in 2017 and was expected to
grow to $100-110 billion by 2021-2022.

There is a huge demand for Indian costume jewelry in the export

market. The US and Europe are major buyers because India can
produce a wide range of elegant jewelry at low costs using
affordable labor and raw materials.
Indian jewelry designs are popular all year round among both NRIs
(Non-Resident Indians) and foreigners. The growth of e-commerce
platforms has made it easier for people living abroad to browse
catalogs and buy jewelry online.

China and India are the biggest manufacturers of imitation

jewelry, while the US, Europe, Australia, and several Asian
countries are the largest importers of these products worldwide.

Amazon India has seen a huge 84% increase in sales of hallmarked

gold jewelry compared to last year. During the first two days of the
Amazon Great Indian Festival (AGIF) sale, which started on
September 27, demand increased five times. Well-known brands
like Malabar Gold and Diamonds, PN Gadgil Jewellers,
Joyalukkas, PC Chandra, and KISNA have helped boost these
sales.

Current Shopping Trends:

Customers are buying fine silver jewelry starting at ₹2,000 and
gold and diamond jewelry up to ₹40,000. There is a growing
demand for 14k purity jewelry, and the ₹18,000 price range has
become more popular, growing by 75% compared to last year.

New Offerings on Amazon:

Following global trends, Amazon has introduced lab-grown
diamonds at affordable prices, making it the first and only online
store to focus on this category. During this festival season, customers
can buy gold and silver jewelry with lab-grown diamonds for as
little as ₹2,500, with more than 50,000 styles available.

Festival Season Insights:

According to Zeba Khan, Director of Amazon India Fashion and
Beauty, people are mixing traditional and modern jewelry styles.
Sales of gold and diamond jewelry, including lab-grown
diamonds, have increased five times. More customers are also
buying gold and silver coins, especially for festive occasions like
Akshaya Tritiya and Dhanteras, as Amazon offers a variety of
coins in different prices and weights.

Amazon offers over 500,000 styles of silver, gold, and diamond

jewelry and has recently introduced several new brands in this
category. Some types of jewelry have become much more popular,
including rings (up 100% compared to last year), neckwear (up
50%), and earrings (up 30%).

A 2021 study by the World Gold Council found that 45% of gold
jewelry sold in India is considered ‘daily wear,’ with prices ranging
between ₹5,000 and ₹50,000. Bridal jewelry makes up 55% of
total sales, while daily wear jewelry is especially popular among
women aged 18 to 35, with 67% of Indian women in this group
preferring it. More women are also buying jewelry online, with 53%
saying they purchased jewelry online at least once last year.

Khan also mentioned that smartwatch sales increased ten times,

while premium watches grew six times, showing a rising demand
for luxury lifestyle products. He added, "These trends show that
customers are increasingly interested in high-quality, premium
products. With Dussehra and Dhanteras coming up, we expect
this growth to continue

Some great examples from Amazon include

businesses that started in the jewelry market on a
small scale but later achieved significant revenue
growth

Prachi Patwardhan, a seller from Pune finds the perfect

work-life balance by selling jewellery on Amazon.
Prachi Patwardhan is a seller on Amazon and a mother to 9-year-old Aarav.
When she was working for a corporate copany, she found that she was unable to
spend enough time with her son. She looked for alternate career options and
upon her husband's suggestion became an online seller at Amazon. I always
loved Indian jewellery, being born and brought up in Maharashtra. So, I decided
to choose jewellery as the category for my online business

The thing with Amazon is that, from day one you become a national player. I’m
getting orders from states like Jammu & Kashmir, Kerala, Karnataka,
Maharashtra, Gujarat and all across India.

I started this business in 2014, in Bangalore with just 50 products and now I
have reached 1,500 products on Amazon. So almost 70% of the revenue is
coming through Amazon

This year itself we have made a revenue of 40 Lakhs.

The scope, demand, trends, competition, and

revenue potential of accessories jewelry on Amazon
India.
The jewelry market on Amazon India is highly competitive, with a mix of
established brands, emerging players, and small artisans. Below is a detailed list
of the top companies selling jewelry on Amazon India, along with their
product offerings, materials used, revenue, and competitors

The jewelry market in India is expected to reach a projected revenue of US$ 124,702.8 million by
2030. A compound annual growth rate of 5.5% is expected of India jewelry market from 2024 to
2030.

 The India jewelry market generated a revenue of USD 85,517.6 million in

2023 and is expected to reach USD 124,702.8 million by 2030.
 The India market is expected to grow at a CAGR of 5.5% from 2024 to
2030.
 In terms of segment, necklace was the largest revenue generating product
in 2023.
 Necklace is the most lucrative product segment registering the fastest
growth during the forecast period.

Jewelry Market Analysis

Established Brands: Tanishq, CaratLane, and PC Jeweller dominate the
premium segment.

Emerging Players: GIVA, Yellow Chimes, and

Voylla are popular among younger consumers
for affordable and trendy designs.

Local Artisans: Small businesses and artisans

contribute to the diversity of the market,
offering unique, handcrafted pieces.

Necklace was the largest segment with a revenue share of

32.97% in 2023. Horizon Databook has segmented the India
jewelry market based on necklace, ring, earring, bracelet covering the revenue growth of each
sub-segment from 2017 to 2030.
The continued notion of gold jewelry as an investment is the leading factor driving the market.
Apart from this, jewelry is a crucial fashion accessory among women in the country and this has
driven the market over the years. A large number of international luxury brands such as London-
based Missoma and Stellar 79 have entered the Indian market, which has only strengthened the
fashion jewelry market in the country.
In November 2022, Indian lifestyle and premium accessories retailer Tata Cliq Luxury
collaborated with France-based fashion boutique Le Mill to launch the fashion boutique on the e-
commerce platform. The partnership was aimed at connecting Indian customers with the
European fashion scene and offer trendsetting fashion labels including jewelry to the Indian
audience.
With retail luxury jewelry gaining momentum, many Indian players are consciously making efforts
to offer high-end jewelry that is at par with international brands in terms of design, quality, and
aesthetics.

Top Jewelry Brands in India

Here’s a list of top jewelry brands in India, each of which has made a
significant mark on both the national and international markets. These
brands reflect India’s rich cultural heritage in jewelry making as well as
modern innovation. From heritage gold jewelry to modern diamond pieces,
these top jewelry brands in India have become household names, offering
a wide variety of collections for every occasion.

Tanishq
Tanishq is one of India’s largest and most trusted jewelry brands, known for
its high-quality craftsmanship and modern designs. A subsidiary of Tata
Group, Tanishq offers a range of traditional, contemporary, and bridal
collections, making it a go-to brand for all types of jewelry lovers in India.

 Founders: Tata Group

 Headquarters: Bengaluru, Karnataka
 Founding Year: 1994
 Market Value: Estimated at ₹20,000 crore
 Best Known For: Bridal jewelry, diamond collections, gold jewelry
Kalyan Jewellers
Kalyan Jewellers is a leading name in the Indian jewelry industry, offering a
wide range of gold, diamond, and platinum collections. Known for its quality
and craftsmanship, Kalyan caters to customers looking for both traditional
and contemporary jewelry designs.

 Founders: T.S. Kalyanaraman

 Headquarters: Thrissur, Kerala
 Founding Year: 1993
 Market Value: Estimated at ₹10,000 crore
 Best Known For: Gold jewelry, wedding collections, diamond sets

PC Jeweller
PC Jeweller is one of India’s leading jewelry brands, offering a vast
collection of gold and diamond jewelry. Known for its modern designs and
wide selection of wedding jewelry, PC Jeweller is a preferred choice for
both young and traditional buyers.

 Founders: Balram Garg

 Headquarters: New Delhi, India
 Founding Year: 2005
 Market Value: Estimated at ₹8,000 crore
 Best Known For: Bridal collections, diamond jewelry, gold jewelry
Tribhovandas Bhimji Zaveri (TBZ)
With over a century of heritage, TBZ is one of the oldest and most
respected names in Indian jewelry. Known for its exquisite designs, TBZ
offers a range of gold, diamond, and bridal jewelry, blending traditional
craftsmanship with modern aesthetics.

 Founders: Tribhovandas Bhimji Zaveri

 Headquarters: Mumbai, Maharashtra
 Founding Year: 1864
 Market Value: Estimated at ₹4,000 crore
 Best Known For: Bridal jewelry, heritage gold pieces, diamond
jewelry

Joyalukkas
Joyalukkas is a global jewelry brand with a strong presence in India, known
for its diverse range of gold, diamond, and platinum collections. The brand
is highly regarded for its innovative designs and offers collections that cater
to every occasion, from everyday wear to bridal jewelry.

 Founders: Joy Alukkas

 Headquarters: Thrissur, Kerala
 Founding Year: 1956
 Market Value: Estimated at ₹14,000 crore
 Best Known For: Gold jewelry, diamond collections, bridal sets
The Indian jewelry market is seeing more demand for lightweight, stylish, and simple
designs, especially from working women and younger buyers. In response, jewelry
companies are creating traditional Indian designs that are lighter but still beautiful and
detailed, making them perfect for everyday wear.

India’s jewelry market includes bridal jewelry, daily wear, and fashion jewelry made from
precious metals, pearls, and different types of gemstones. The market has a wide range of
customers—some prefer heavy, intricate designs for weddings and festivals, while young,
urban consumers are choosing modern, trendy jewelry instead.

Share of Online Sales in the Indian Jewelry Market

 Total Market Value: In 2023, the Indian jewelry market was worth $85.52 billion, and
online sales made up about 10-15% of this total.

 Growth of Online Sales: The online jewelry market is growing fast, with a yearly
growth rate of 20-25%. This growth is due to more people using the internet, smartphones,
and trusting e-commerce websites for jewelry purchases.

 Future Predictions: By 2030, online jewelry sales are expected to make up 20-25% of
the total market, with a value of $25-30 billion.

Factors Driving Online Sales

 Convenience: Online platforms offer 24/7 shopping, home delivery,
and easy returns, making jewelry purchases more convenient.

 Variety: E-commerce platforms provide a wide range of designs,

from traditional to contemporary, catering to diverse consumer
preferences.

 Trust and Transparency: Certifications, customer reviews, and

secure payment options have increased consumer confidence in
online jewelry purchases.

 Festive and Seasonal Sales: Events like Diwali, Raksha

Bandhan, and wedding seasons drive significant online sales,
with platforms like Amazon offering discounts and promotions.

Contribution of Amazon and Similar

Platforms
1. Amazon’s Contribution to Online Jewelry Sales
 Market Share: Amazon India is one of the leading players in the
online jewelry market, contributing 30-40% of total online jewelry
sales.
  Product Range: Amazon offers a wide variety of jewelry,
including silver, gold, diamond, artificial, and handcrafted
jewelry, catering to all segments of consumers.

 Key Selling Events: Amazon’s Great Indian Festival and Prime

Day drive significant jewelry sales, with discounts and promotions
attracting buyers.

 Global Reach: Through Amazon’s Global Selling Program, Indian

jewelry sellers can access international markets, further boosting
sales.

2. Contribution of Other E-commerce Platforms

 Flipkart: Flipkart is another major player in the online jewelry
market, contributing 20-25% of online sales. It offers a mix of
traditional and modern jewelry, with a focus on affordability.

 Myntra: Known for fashion and lifestyle products, Myntra has a

smaller share in the jewelry market but is popular for fashion
jewelry and accessories.

 Nykaa: Nykaa, primarily a beauty platform, has expanded into

fashion jewelry, targeting young, fashion-conscious consumers.

 Specialized Platforms: Platforms like BlueStone, CaratLane,

and Melorra focus exclusively on jewelry, offering curated
collections and customization options
Amazon Dominance: Amazon India is the largest contributor to online
jewelry sales, offering a diverse range of products and leveraging its
massive customer base.

Flipkart’s Strong Presence: Flipkart is a close competitor, especially in

the budget and mid-range segments.

1. Who are the competitors?

 Top 10 Silver Jewellery
Brands Online in India
2025
List Of Best 10 Silver Brands In India
 Shaya By Caratlane
 Joyalukkas
 Giva
 Mia By Tanishq
 Clara
 Le Calla
 Parnika
 Vrindam Jewellers
 Pissara By Sukkhi
 Highspark Silver

Caratlane introduced Shaya as their silver jewellery brand. The unique and fine jewellery
designs made in 92.5 sterling silver makes the brand a go to destination for stylish silver
jewellery among modern women in India.

Top Silver From Shaya By Caratlane

1. Shaya Caratlane Feeling Silver Earrings

2. Caratlane Shaya Silver Oxidised Earrings
3. Antique Patra Pillar Earrings
4. Shaya by CaratLane Feeling Haseen Oxidised Earrings
5. Caratlane's Shaya Cascade Chandeliers
6. Shaya Contemporary Geometric Earrings
7. Shaya Ethereal Knots In Silver
8. Caratlane Shaya Celestial Stars
9. Designer Shaya Mystic Charms
10. Shaya By Caratlane Vintage Vibes
11. Caratlane Shaya Boho Chic Drops
12. Shaya Contemporary Artistry Ombre Earrings
13. Caratlane Shaya Glamour Knots
14. Stylish Shaya Twisted Elegance
15. Shaya By Caratlane Royal Splendor

Exploring

Rings – Silver 925

Exploring

Necklaces – 925
1. Company Overview

 Founding Year: September 2018

 Parent Company: CaratLane (a subsidiary of Titan Company Limited)
 Headquarters: Chennai, Tamil Nadu, India
 Product Focus: Handcrafted 925 sterling silver jewelry
 Design Philosophy: Fusion of Indian heritage with modern aesthetics
 Manufacturing: Handcrafted by expert

artisans in Jaipur, Rajasthan

One of the leading gold jewellery brands in India, Joyalukkas also is engaged in silver
jewellery trade. They have traditional pure silver jewellery along with modern ones.

Shaya closed the quarter at Rs 8.4 crore, reporting 50 per cent growth over
last ..

In quarterly terms, the company's revenue increased by 57% year-over-year (YoY), reaching
Rs 571.24 crore.

"Despite a significant slowdown in customer sentiment towards the end of the quarter,
CaratLane achieved a net sales value (NSV) of Rs 571.24 crore for the fiscal year 2022-2023,
reflecting a 56.7% growth compared to Q4 FY22, with an EBIT margin of 6.9%," stated the
press release.

The company's international segment experienced a 60% YoY growth in the fourth quarter,
attributed to enhanced efficiency and higher conversion rates, according to the company's
statement. Additionally, CaratLane’s silver jewelry division, Shaya, recorded revenue of Rs
8.4 crore for the quarter, marking a 50% increase over the previous year.

During FY23, the company also surpassed the milestone of 1 million customers. It now
operates over 227 stores across 88 cities nationwide.

In quarterly terms, the company's revenue increased by 57% year-over-year (YoY), reaching
Rs 571.24 crore.

"Despite a significant slowdown in customer sentiment towards the end of the quarter,
CaratLane achieved a net sales value (NSV) of Rs 571.24 crore for the fiscal year 2022-2023,
reflecting a 56.7% growth compared to Q4 FY22, with an EBIT margin of 6.9%," stated the
press release.
The company's international segment experienced a 60% YoY growth in the fourth quarter,
attributed to enhanced efficiency and higher conversion rates, according to the company's
statement. Additionally, CaratLane’s silver jewelry division, Shaya, recorded revenue of Rs
8.4 crore for the quarter, marking a 50% increase over the previous year.

During FY23, the company also surpassed the milestone of 1 million customers. It now
operates over 227 stores across 88 cities nationwide

Shaya has been launched in the market with three key

collections: Wild Flower, Shining Armour, and Rani
Udaymati. The collections will offer earrings, bangles,
necklaces, rings, bracelets, and more. It has been priced
from Rs 600 to Rs 11,000.
Competitors of Shaya by CaratLane

1. GIVA – Specializes in fine silver and gold jewelry.

2. BlueStone – Offers certified gold and diamond jewelry.
3. Melorra – Focuses on trendy, lightweight gold jewelry.
4. Tribe Amrapali – Known for silver and alloy metal jewelry with semi-
precious stones.
5. SilverLine Jewellery – Offers minimalistic silver jewelry designs.
6. Quirksmith – Features unique, handcrafted silver jewelry.
7. This Is Kinda Lit – Provides contemporary silver jewelry with modern
aesthetics.
8. Shilpshala – Specializes in traditional handcrafted silver jewelry.
CaratLane's Financial Performance Overview
CaratLane has shown significant growth, with operating revenue increasing by 73% from
₹1,255.6 Cr to ₹2,168.8 Cr, driven by strong customer demand. However, total expenses
also rose by 69% (₹1,225.9 Cr to ₹2,068.5 Cr), reflecting higher spending on procurement,
marketing, and salaries. Procurement costs surged by 66% (₹845 Cr to ₹1,404.5 Cr),
indicating increased spending on raw materials like gold, silver, and diamonds. Employee
benefit expenses grew 51% (₹89.6 Cr to ₹135.4 Cr), showing expansion through hiring and
salary hikes. Marketing investments saw a 75% rise (₹97.8 Cr to ₹171.5 Cr), emphasizing
aggressive branding, digital ads, and influencer marketing. Despite strong sales, net profit
declined by 8% (₹89.2 Cr to ₹82 Cr) due to rising operational costs. While CaratLane is
growing rapidly, managing costs effectively will be key to maintaining profitability. 🚀
Shaya by CaratLane faces competition from several notable jewelry brands in India. Here's
an in-depth comparison of these competitors, focusing on their product offerings, pricing, and
market positioning:

1. GIVA

 Product Range: Specializes in 925 sterling silver jewelry, offering rings, necklaces,
bracelets, earrings, anklets, and personalized pieces.
 Pricing: Products are categorized by price, with options under ₹1,500, ₹1,500 to
₹3,000, ₹3,000 to ₹5,000, and above ₹5,000.
 Market Positioning: Focuses on providing authentic, high-quality silver jewelry with
a modern aesthetic, appealing to young professionals and fashion-conscious
individuals.

2. BlueStone
  Product Range: Offers a diverse selection of certified gold and diamond jewelry,
including rings, earrings, pendants, necklaces, bangles, and bracelets.
 Pricing: Specific pricing details are not provided in the available sources.
 Market Positioning: Positions itself as a premium jewelry brand, emphasizing
quality craftsmanship and a wide variety of designs suitable for various occasions.

3. Melorra

 Product Range: Focuses on trendy, lightweight gold jewelry designed for everyday
wear, including rings, earrings, pendants, bracelets, and bangles.
 Pricing: Specific pricing details are not provided in the available sources.
 Market Positioning: Caters to modern women seeking contemporary designs that
complement daily attire, emphasizing affordability and style.

4. Tribe Amrapali

 Product Range: Specializes in silver and alloy metal jewelry, incorporating semi-
precious stones, moissanite, and quality crystals.
 Pricing: Products range from ₹500 to ₹1,75,000.
 Market Positioning: Known for its traditional and tribal-inspired designs, appealing
to customers interested in heritage jewelry with a contemporary twist.

5. Silverline Jewellery

 Product Range: Known for minimalistic designs, including layered necklaces and
cosmos-inspired collections.
 Pricing: Offers well-designed rings and other pieces at accessible price points.
 Market Positioning: Appeals to customers seeking modern, minimalist jewelry
suitable for everyday wear, with an emphasis on affordability.

6. Quirksmith

 Product Range: Features unique, handcrafted silver jewelry with quirky designs,
including nose pins, earrings, rings, necklaces, and bracelets.
 Pricing: Specific pricing details are not provided in the available sources.
 Market Positioning: Targets individuals looking for unconventional and artistic
jewelry pieces that make a statement.

7. This Is Kinda Lit

 Product Range: Offers contemporary silver jewelry with modern aesthetics,

including rings, earrings, necklaces, and bracelets.
 Pricing: Specific pricing details are not provided in the available sources.
 Market Positioning: Focuses on trendy designs that resonate with the younger
demographic, emphasizing style and current fashion trends.

8. Shilpshala

 Product Range: Focuses on traditional craftsmanship in silver jewelry, offering

pieces like earrings, necklaces, rings, and bangles.
  Pricing: Specific pricing details are not provided in the available sources.
 Market Positioning: Appeals to customers seeking authentic, handcrafted traditional
jewelry that reflects cultural heritage

Shaya’s Influencer Marketing Case Study –

Simplified Explanation
Shaya by CaratLane used storytelling and influencer marketing to celebrate its first
anniversary with the "Not Perfect, but One of a Kind" campaign. This campaign aimed to
highlight individuality and uniqueness, aligning with the brand's core values.

Objective of the Campaign

 Celebrate Shaya’s 1st birthday.

 Reinforce the brand’s message of empowering women to embrace their quirks and
imperfections.
 Use real people to connect emotionally with customers.

Creative Idea

 The campaign featured a video celebrating individuality and uniqueness.

 It included well-known digital personalities like:
o Jyoti Ann Burrett (footballer)
o Sushant Divgikar (LGBTQ+ activist, singer)
o Saloni Chopra (actor, feminist)
o Arshia Rashid (model)
 These personalities represented different collections of Shaya’s jewelry.

How They Executed the Campaign

1. Website Branding

 The Shaya homepage was redesigned with these four influencers as the face of the
campaign.
 The Shaya logo was updated across all digital platforms (website, Instagram, Facebook) with
an anniversary theme.

2. Social Media Buzz

 Before launching the video, Shaya started a conversation on social media by posting
engaging and relatable content.
 After the video launch, they:
o Shared GIFs of the influencers.
 o Posted birthday wishes from these influencers.
o Thanked customers who had been part of Shaya’s journey.

What This Tells Us About Shaya’s Marketing Style

1. Influencer-Driven – They used influencers who resonate with their target audience.
2. Emotional Storytelling – Instead of directly selling jewelry, they focused on empowerment
and self-acceptance.
3. Multi-Platform Promotion – They used website branding, social media engagement, and
videos for a strong digital presence.
4. Community Engagement – They involved their audience by making them feel part of Shaya’s
journey.

This campaign helped boost brand awareness, strengthen customer loyalty, and increase
engagement with Shaya’s target market. 🚀

Services and facilities to enhance the customer experience on their website:

1. Customization Options

 Personalized Jewelry: Customers can select from various designs and personalize
pieces to their preferences.

2. Customer Support

 Assistance Channels: Shaya provides multiple avenues for customer support,

including email and phone support, to address inquiries and concerns.

3. Gift Services

 Gift Packaging: Special packaging options are available for gifting purposes,
ensuring a memorable unboxing experience.

4. Fast Delivery

 Expedited Shipping: Shaya offers prompt delivery services, with options for
expedited shipping to ensure timely arrival of orders.

5. Warranty and Aftercare

 Product Warranty: Certain products come with a warranty covering manufacturing

defects, providing customers with peace of mind.
  Jewelry Care Guides: The website features guides and tips on how to maintain and
care for jewelry pieces.

Shaya by CaratLane employs strategic partnerships and

a diverse influencer marketing approach to enhance its
brand presence and boost sales.
The brand aims to show silver jewellery in a new light and has
partnered with Bollywood celebrity Sunny Kaushal to showcase
its new outlook.

By pivoting to unisex jewellery, Shaya by CaratLane aims to

appeal to Gen Z shoppers who increasingly embrace a more fluid
take on gender in fashion, the brand announced in a press
release. Kaushal has modelled a number of designs from the
brand’s new unisex collection, styled with a mix of flamboyant
traditional wear for a modern, fusion style.

CaratLane's "Wear Your Wins" campaign is a strategic marketing initiative focused on

women's empowerment by encouraging them to celebrate their achievements through
jewelry. Based on consumer insights,
the brand recognized that women often
buy jewelry as a symbol of self-reward
but tend to downplay their own
successes. To address this, CaratLane
partnered with creative agency BBH to
create a campaign that fills a gap in the
market by emphasizing self-
celebration. The campaign features
influencer Nancy Tyagi, known for her
inspiring journey to the Cannes red
carpet in a self-designed gown, aligning
with CaratLane’s belief that diamond
jewelry should be accessible to all.
Additionally, the brand introduced the PEAK collection, inspired by mountain peaks,
symbolizing personal triumphs. This campaign effectively leverages emotional storytelling,
influencer marketing, and unique product innovation to create a deeper brand connection
while reinforcing its positioning as a modern, empowering jewelry brand.
CaratLane’s Expanding Marketing & Growth
Strategy
CaratLane's "Wear Your Wins" campaign is a strategic effort to empower women by
encouraging them to celebrate their achievements with jewelry. Based on consumer insights,
the brand identified that women often buy jewelry as a self-reward but tend to downplay
their successes. To address this, they collaborated with BBH and influencer Nancy Tyagi,
whose journey to Cannes in a self-designed gown aligned with CaratLane’s message of
accessibility and empowerment. The brand also introduced the PEAK collection,
symbolizing personal milestones through jewelry inspired by mountain peaks.

Beyond influencer marketing, CaratLane is now venturing into Bollywood collaborations,

such as its partnership with the movie Crew, featuring Kareena Kapoor. While the brand is
exploring movie placements, they remain selective about partnerships, ensuring the right fit
for their brand identity.

CaratLane is also witnessing strong growth in tier-2 and tier-3 cities, where consumers are
increasingly seeking modern, everyday jewelry. Trends indicate a rising demand for
distinctive pieces, gemstone jewelry, and enamel-based designs, including nostalgic
collections like Disney-themed jewelry.

On the retail expansion front, CaratLane now operates 275+ stores across 110 cities in
India, with plans for further penetration into smaller cities. By combining influencer
marketing, selective movie collaborations, product innovation, and physical store
expansion, CaratLane continues to strengthen its omnichannel presence and brand appeal
in the evolving jewelry market. 🚀