Chennai: CaratLane has marked its 18th anniversary with a campaign film featuring brand ambassador Yami Gautam Dhar. The film explores the emotional connection women share with their jewellery, highlighting how natural diamonds become part of everyday experiences and personal milestones.
Founded in 2008 with a focus on making diamond jewellery more accessible for everyday wear, CaratLane has evolved from a digital-first business into an omnichannel retailer. According to the company, its network now comprises more than 390 stores across India and two international locations, while its services reach customers across more than 17,000 pin codes.
Saumen Bhaumik, Managing Director of CaratLane, said the brand began with the belief that every woman is extraordinary and deserves to own diamonds. Over the past 18 years, he said, CaratLane has helped bring natural diamond jewellery into the everyday lives of millions of customers across India and around 30 countries. He credited the company’s progress to the trust of its customers, partners and teams, adding that it is pursuing further growth as it enters its 19th year.
As part of its anniversary initiatives, CaratLane is moving to F–G-colour natural diamonds across its core jewellery range. The brand is also introducing 5,000 new designs and nine festive collections, expanding its assortment for everyday wear and celebratory occasions.
The company is strengthening its international digital offering through its Global 2.0 initiative, which includes an updated overseas website and a dedicated app for international customers. Its wider digital expansion also includes a standalone app for Shaya, its silver jewellery brand.
The anniversary initiatives bring together brand storytelling, product development and digital expansion as CaratLane seeks to build on its domestic presence and reach more customers internationally.