How CaratLane is wooing GenZ with some Harry Potter magic

CaratLane, a Tanishq partnership, has today become one of India’s leading omnichannel jeweller brands known for its signature jewellery-buying experience across all platforms. Along with the website, which is one of the largest online jewellery destinations, there are over 170 CaratLane stores across the country, offering a seamless jewellery buying experience. CaratLane’s aim has always been to make simple but courageous and beautiful jewellery, which is accessible, affordable and forever wearable.

CaratLane recently collaborated with Warner Bros. Discovery Global Consumer Products (WBDGCP) to launch a Harry Potter themed collection, inspired by the magical world of the boy wizard and the series of extremely popular books and films. The collection consists of diamonds through rings, bracelets, earrings, necklaces and watch charms.

In conversation with Adgully, Jennifer Panday, VP - Marketing, CaratLane, speaks about the idea behind the collaboration for the Harry Potter collection, marketing to the younger age groungs and growing the customer base, how theme related collections are helping the brand become popular amongst the youth TG, future plans, and more.

What was the idea behind the collaboration for the Harry Potter themed collection?

Harry Potter is something which reminds us of our childhood. The main intention was to target our young audience – teens, tweens and those in their early 20s. These designs will fascinate them and their love for the Harry Potter franchise and create a sense of nostalgia with these designs. This collection aims to widen the target market towards younger age groups as well and the price range of this collection also facilitates this.

What are the other successful theme-oriented collections that CaratLane has launched so far?

The Harry Potter collection is not the first themed collection that we have launched. In 2021, we collaborated with Viacom18 to launch a playful jewellery line for kids – CaratLane x Dora the Explorer collection and CaratLane x Peppa Pig collection. Apart from this, we also launched Doremon-themed jewellery during Rakha Bandhan.

All these were an exclusive initiative to bring our young fans one step closer to us.

We have seen the collection is more inclined towards female jewellery. Is there any future possibility where CaratLane will launch jewellery collections for men?

We do offer some jewellery targetted at men, such as our collection of engagement rings. We cater to both men and women, and the sale for this collection is quite high. We also have some gemstones specially designed for men. But other than this, we don’t have much to offer in the men’s category as of now.

What are the future marketing plans and collaborations for CaratLane?

We can’t really share much about our upcoming strategies or collaborations, but yes, we are definitely gearing up for 2023, where we will be having more collection launches and collaborations.