Introduction
CARATLANE
CaratLane - a Tanishq partnership, India’s first omnichannel jewellery brand was founded in 2008, by Mithun Sacheti and Srinivasa Gopalan, with a simple but courageous objective to make beautiful jewellery accessible, affordable and forever wearable. All CaratLane collections draw design inspirations from a strong historical legacy and interpret them in a modern theme. With the new-age woman as a muse, the design philosophy at CaratLane is to make jewellery which makes the wearer ‘feel’ beautiful, drawing out her compelling individuality, inner confidence and self-esteem.
With a strategic investment from Titan Company Limited, CaratLane is now partners with India’s largest retail jeweller Tanishq. The partnership aims to work towards a common mission – to offer customers beautiful jewellery and a distinctive shopping experience that fits today’s values and lifestyles - enabling CaratLane to grow as India’s 21st-century jewellery brand.
CaratLane Experience
CaratLane is also known for its signature jewellery-buying experience across all platforms. Along with the website, which is India’s largest Online jewellery destination, CaratLane, has over 13 brand stores across the country. The stores bring the seamless jewellery buying experience with no barrier access to all jewellery, along with Magic Mirrors for virtual try-on. CaratLane also pioneered a unique Try@Home feature for jewellery buyers in the country, where customers can book an appointment, get their desired jewellery delivered at their doorsteps, and try them at their comfort with no-obligations to buy.
Further CaratLane also launched a revolutionary virtual try-on app – the Perfect Look App – which enables jewellery buyers to try multiple pieces without, literally, having to putting them on. CaratLane integrates the StreamLaneTM system to eliminate inefficiencies in the supply chain. It keeps the overheads low and enables CaratLane inefficient delivery, along with bringing forth savings of up to 25% over retail costs to customers, while continuing to give the best quality.
CaratLane Advantage
Brand Philosophy
Branding
CaratLane's Brand Identity Development
CaratLane Brand Concept
CaratLane being an Online jewellery store based in India provides access to a wide range of loose diamonds for the gem and jewellery market. It is the largest and leading e-commerce Indian jeweller.
CaratLane as a brand lacked presence as well as it did not have a clear visual language. The new identity sought to change this with a recognizable visual language using vibrant colours along with exquisite product and lifestyle photography.
Approach
The monogram ‘C’ is derived from the shape and cut of a diamond.
Colour Exploration
The colours are inspired by CaratLane’s collection of gemstones.
Typeface
The typeface Whitney Medium is used for the logo as the font adds simplicity to the logo just like the company is.
Target Customer
Bull's Eye | Communication TG
Bull's Eye Target Group
• Young at heart
• Lives in urban India
• She represents the new generation emerging in India - Successful and Confident
• She lives a significant part of her life Online - Experimental and Digital First
• She’s financially comfortable (SECA) and is excited to invest in fashion, jewellery and lifestyle products that make her look good and feel good about herself.
Communication Target
• Age: 25 - 45 years
• SEC A
• Females and Males
• Metros and Mini - metros
• Working Women and Housewives
“ She is independent;
But not a rebel without a cause”
Value Proposition Map
Value Map and Consumer Segment
Design Process
About Kashmir
The delicate sunbeams that feel like magic, the sheen of the snow-capped peaks, the dewdrops that glisten like pearls… Kashmir is all this and more! The rhythm of the wind, adorn, tulips, pine trees, colours, boats, untouched by time, quaint, breathtaking, exemplary by all means.
Early History
Cradled amidst the snow-clad Himalayas, the state of Jammu & Kashmir was one of the major centres for learning Sanskrit since ancient times. This fact is supplemented by several shreds of evidence in the great Hindu epic Mahabharata. The word “Kashmir” is believed to have originated from Sanskrit. In Sanskrit: “Ka” means ‘water’ and “shimeera” means ‘desiccate’.
According to a Hindu mythology, Kashmir valley was once the holy lake Satisar (the lake of goddess Sati or Durga), which was drained by the great saint Kashyapa (the grandson of Lord Brahma). The brahmins of the nearby areas then inhabited it.
Noor-e-Kashmir
The Beauty of Kashmir Crafted in Jewellery
The timeless beauty of Kashmir is brought to life by enamelling done in delicate pastel colours on a soft gold canvas. this collection is our tribute to the valley untouched by time. With glistening dewdrops, graceful rivers, symphonic winds and blooming buds, the collection features motifs that are native to Kashmir.
Woven for warmth and worn for elegance, Pashminas are celebrated for their beauty and exclusivity. The collection features quaint motifs of parrots, lilies, saffron flowers, tulips and almonds.
Brief
Design Brief | Limitations
Design Objective
To design a collection for Akshay Trithiya 2018 inspired by Kashmir, its beauty and its handicrafts taking a contemporary approach to it.
Constraints
Price Bucket Rs.10,000 - Rs.50,000
Material: Gold
Margin Achievement
Product sell-ability
Concept
Enamel based studded gold collection which derives its forms from the woollen handicraft of Kashmir, Pashmina
Form Inspiration
Inspiration for Form Derivation
Pashmina
Pashmina is a fine type of Kashmiri wool.
Name is inspired by the Persian word which translates to “Soft Gold” in Kashmiri.
The founder of the Pashmina industry is traditionally held to be the 15th-century ruler of Kashmir, Zayn-ul-Abidin, who introduced weavers from Central Asia.
The Motifs:
Bird motifs - used are parrot, canary, woodpecker and kingfisher.
Floral motifs- used are iris, lotus, lily, tulip and saffron flower.
Other designs- are grapes plums, almonds, chinar leaf and cherries.
It is enriched with diverse colours, such as yellow, white, black, blue, green, purple, crimson and scarlet.
Design Characteristics:
A fusion of geometric and ornate forms accentuated with a dash of enamel colour and a few highlights of diamonds with an exclusive look. 2D motifs come to life with 3D modulations and play of combinations of colours gives a pop to the collection. Gemstones and pearls add to its royal look.
Motifs:
Birds
Floral Patterns
Grape Vines
Branches and Bushes
Sozni Weaving Patterns
Pashmina Shawl Patterns
Paisley
Peacocks
Islamic Architecture in Mosques
Form Generation
Ideation | Exploration
Design Development
Forms to Jewellery
Design development is a slow and gradual process. A lot of changes are made in terms of form, detailing technique to be used in that particular product, gold weight, diamond weight and price points.
When a design is made for commercial use a lot more thinking goes apart from just the design aesthetics. Is commercial viability, market acceptance and relevance also play a key role in the design development phase.
The design development was done along with the CAD team and the Merchandising team which helps us understand the feasibility of the designs better. The CAD team gave dimensions to the designs and the Merchandising team gave feedback regarding the price points and market liking.
Ziya Floral
Stud Earrings | Pendant
Samira Lotus
Stud Earrings | Pendant
Firoza Iris
Ring | Pendant
Naaz Chinar Leaf
Pendant | Stud Earrings
Fahima Lotus
Drop Earrings
Fizaa Daisy Ring
Ring
Maira Floral
Ring
Zahra Iris
Bangle
Latifa
Bangle
Marketing Campaign
Celebrity Promotions
Noor-e-Kashmir | Sandeepa Dhar
28 AUG THE KASHMIR EXPERIENCE WITH SANDEEPA DHAR
We invited Sandeepa Dhar, an award-winning Bollywood actress to a special Kashmir themed preview of it’s latest collection ‘Noor-e-Kashmir‘ on 24th August 2018 at it’s High Street Phoenix Mall store, Lower Parel, Mumbai. True to the theme of the event, the attendees were served with warm Kashmiri Kahwa tea and dry fruits for the wholesome experience.
Sandeepa attended the event, looking drop dead gorgeous in a white gown which beautifully complemented the Noor-e-Kashmir ornaments. “This collection and its lively colours remind me so much of the beauty of my hometown, Srinagar,” she remarked while trying on the Kashmir inspired jewellery. ” When CaratLane invited me to the preview, I was very excited to see how they have translated the colours of Kashmir into jewellery. And I must say, every single piece in the collection does justice to the name!”
“The use of pearls and diamonds makes the design look very elegant. it’s just perfect for everyday wear as well as special occasions” said Sandeepa, while hinting at her favourite jewel from the collection – The Fahima Lotus Drop Earrings.
Noor-e-Kashmir is a celebration of the vivid colours that make Kashmir and includes a stunning gradient of blue, green and saffron. Motifs like Chinar leaves, parrots and tulips in gold and enamel, bring out the Kashmiri allure with each design. Conceptualised by our designers and crafted by our master craftsmen, the beauty of Kashmir is immortalized in vibrant enamel. This collection is our tribute to the Valley untouched by time.
Indispersed Banners
Noor-e-Kashmir
Instagram Promotions
August 2018
