Jewellery is increasingly becoming a symbol of self-reward for women: Jennifer Pandya

The first omni-channel jewellery brand in India, CaratLane - a Tanishq Partnership, established in the year 2008, by Srinivasa Gopalan and Mithun Sacheti, recently unveiled a new campaign titled #WearYourWins. The campaign introduces a poignant cultural movement, aiming to lead to empowerment of women by offering encouragement to them to reward themselves for their every win – whether small or big, personal or professional. The underlying theme behind the campaign is that often women work endlessly for these small or big wins, however they might show hesitation in acknowledging those wins. Thus, #WearYourWins intends to convey the message that consistently recognising these achievements will not only increase their confidence, but also be a source of inspiration for them to accomplish greater goals in life.

Watch the ad film:

https://youtu.be/Jb8T0NEfClw?si=vfjIYmn3xe__bgpr

The campaign features popular designer and content creator Nancy Tyagi, who was in the spotlight in recent times for walking the red carpet at the Cannes Film Festival, adorned with a self-stitched gown and CaratLane jewellery. With the campaign #WearYourWins, the brand introduced its new collection, PEAK, which has been created for rewarding each and every step of the journey of the wearer towards success. The collection also features a first-of-its-kind ‘Everest Cut’, inspired by mountains, as an evidence of the tribulations and wins of the wearer’s journey, giving a shape to each stone as an emblem of success.

The campaign starts with the narrative that the piece of jewellery that shimmers from a distance is worn to mark one’s win against their own self, portraying content creator Nancy Tyagi walking in a beautiful gown and a CaratLane neckpiece. It further showcases a woman suffering from cancer, celebrating her last chemotheraphy by gifting herself a CaratLane earring, conveying the message that it is a prize for overcoming one’s own fears. The campaign #WearYourWins also expresses the message that a CaratLane jewellery is a celebration of the self-belief that one can realise their unfulfilled dreams, depicting a dancer stopping for a moment because of forgetting her dance steps and then quickly overcoming it, having the self-belief and confidence by the support of the elegant CaratLane bracelet that she is wearing.  The campaign #WearYourWins ends with the message that when a woman wins against her own self, she should remember to celebrate that win.

In an exclusive interview with Adgully, Jennifer Pandya, VP - Marketing, CaratLane, sheds a light on the concept and thought behind the #WearYourWins campaign, the message it intends to convey, the creative agency that has conceptualized the campaign and the creative brief given to them. She also delves into the marketing/ media mix strategy of the campaign, what forms the core of the creative communication process at CaratLane and the marketing budget that has been allocated for #WearYourWins. She further highlights the new products introduced under the latest campaign by CaratLane, the new collection’s pricing strategy, the reason for collaborating with content creator Nancy Tyagi and more.

Could you shed light on the concept and thought behind the ‘WearYourWins’ campaign? What is the message that it is trying to convey?

During a study to understand our consumers, we found that women like to buy jewellery to mark their milestones. The jewellery is increasingly becoming a symbol of self-reward for women. But, we also found that women often undermine their own victories, and attribute their wins to other factors. This insight became the foundation for the new campaign, which aims to spark conversations about women celebrating their wins, big or small.

We want to be the champions of expression of emotions – and use our jewellery to enable our customers to do so. We want to create a cultural movement where women reward their wins by gifting themselves through our #WearYourWins campaign.

In the long term, we want to be relevant to the customers for all their jewellery-buying occasions from first piercing to everyday wear, engagement and wedding gifts as well as anniversary gifts.

We received a lot of love for this campaign, many women resonated with the #WearYourWins concept and shared their personal stories.

Which creative agency has conceptualized the #WearYourWins campaign and what was the creative brief given them?

BBH, our creative agency, along with our internal team had conceptualized the #WearYourWins campaign. The creative brief had a key insight based on an external study done by Quantum, which stated that only 3 out of 10 women celebrate their wins. Hence, we had the desire to create a cultural movement with this campaign and go beyond just marketing based on pricing.

What is the marketing/ media mix strategy of the campaign, and what forms the core of the creative communication process at CaratLane? What is the marketing budget allocated for this campaign?

For this campaign, we’ve done some interesting collaborations, which started with SheThePeople and followed by Unerase, which is a spoken poetry platform where women delivered the core message of the campaign in their poems.

In general, CaratLane focuses on a digital-first strategy, to be where our customer is. Content marketing, especially user-generated content, also plays a crucial role in CaratLane’s marketing strategy.

What are the new collections introduced under ‘Wear Your Wins’ by CaratLane?

PEAK collection was launched to celebrate women’s story of strength, resilience, and the unseen journey to success. This collection is crafted with White Quartz and Amethyst and has incorporated the facets from the CaratLane logo and brand colour. Peak collection features a unique, first-of-its-kind mountain-inspired Everest Cut as a testament to the journey of small or big milestones, shaping each stone into a symbol of success. The collection consists of 24 unique designs across different categories starting at Rs 17,000.

What is the pricing strategy for the new collection?

CaratLane distinguishes itself through product innovation and added value rather than competing on price alone. Our innovative manufacturing processes allow us to create beautiful yet affordable jewelry without compromising on style.

The Peak collection also offers the customer an array of options to choose from to reward her every win – big or small.

In addition, CaratLane offers services like 24-hour delivery, gold exchange, and a unique postcard feature, where a video can be embedded in a ring. This adds an emotional dimension to gifting jewellery, beyond just the physical jewellery.

What differentiates women’s collections from that of men at CaratLane and how does it approach it?

Most of our designs are primarily for women. However, we have seen that men prefer CaratLane for select categories like rings. We recently also launched a special platinum curation for men, which consisted of rings, bracelets and chains.

How did the collaboration with content creator and designer Nancy Tyagi as the brand ambassador for the campaign come about?

When Nancy’s team reached out to us, what resonated with us was her story. We saw that her story was very unique, that she had made it this far on her own. And the fact that she was designing her attire for the event resonated with us a lot. We, as a brand, have always believed that diamond jewelry should not be only for a few people. It should be accessible to the whole country.

The collaboration with Nancy Tyagi, during Cannes, exemplifies this strategy. This partnership transitioned into the brand’s #WearYourWins campaign, celebrating women rewarding themselves for their wins.

How has CaratLane leveraged AI, social media and digital technology to promote the campaign #WearYourWins?

CaratLane’s core expertise is the use of technology to provide a seamless omnichannel shopping experience. Our customers can list their favourite CaratLane Designs online and then walk in any of our 270+ stores across 110 cities in India to try their (online) shortlisted designs.

Our recent biggest technology based innovation was Postcards where you get to embed a video on the CaratLane ring and the wearer scans the ring to view the recorded message.

Social media is the core part of our strategy since our customers spend most of their time there. We have the largest community of 1 million followers on Instagram as compared with other jewelry brands in India. It is a high engaging community where customers share their #myCaratLaneStory and comments in our latest trending designs.

We have also started experimenting with AI for enhancing the current shopping experience to drive personalisation at scale.

Adgully also spoke to 23-year old fashion icon, influencer and content creator, Nancy Tyagi, who went viral, especially after her appearance on the red carpet at the 77th Cannes Film Festival. Her first appearance at Cannes sawher dressed in her self-stitched powder pink feathered gown, weighing around 20 kg, which took her one month to create, styled with CaratLane diamonds. Her second appearance was in an intricate hand embroidered saree with a veil, which she delicately crafted entirely on her own. One of her DIY Reels was shared on Instagram story by actor Sonam Kapoor, who further asked her to create an outfit for her.

Nancy Tyagi, who hails from Uttar Pradesh, came to Delhi in order to prepare for the UPSC exams, however the lockdown period started and she decided to embark on the journey of being a fashion designer without going to a fashion school, guided by a mission to help her family. She created her own videos dressed in her self-made outfits, recreating the looks of well-known celebrities. She has 2.7 million followers on Instagram and 2.21 million subscribers on YouTube. She is an inspiration to many as well as a social media sensation, getting much appreciation from the fashion industry and fashion enthusiasts for her Cannes looks.

In this interview with Adgully, Nancy Tyagi shares her experience and journey in partnering with CaratLane for the #WearYourWins campaign, her thoughts on the message of the campaign, the key takeaways of this initiative, and more.

How has your experience and journey been in collaborating with CaratLane for #WearYourWins campaign?

My journey with Caratlane from Cannes till now has been great. It is always great working with a brand like CaratLane. When I first learned about this campaign theme, #WearYourWins, I immediately said yes as it very much resonates with me.

What led you to be a part of this campaign? What are your thoughts on the message of this campaign?

This campaign resonated deeply with me because I have never truly celebrated anything in my life before. It provided me with a unique opportunity to do so. Women often go about their work without taking the time to acknowledge their accomplishments. It is essential for us to start celebrating all the small victories in our lives because we truly deserve it.

What do you think are the key takeaways of this initiative?

This is a great initiative and approach. Personally, I have never really taken the time to celebrate my own achievements, but this campaign gave me the push I needed to start. Women often focus on responsibilities and forget to celebrate their achievements.

According to you, why is it important for women to celebrate their achievements through jewellery and as a collaborator, how do you think this campaign will influence women who engage with it?

As a collaborator, I believe this campaign will inspire women to take a moment to appreciate themselves and their achievements. By choosing jewellery to mark their milestones, they are making a statement about their worth and value. By associating their successes with beautiful, meaningful pieces of jewellery, they can carry a constant reminder of their worth and accomplishments, encouraging them to continue striving for more.

Also Read: BBH India unveils a campaign to celebrate ‘Everyday Vows’ for CaratLane