Among the many direct-to-consumer (D2C) brands we’ve worked with, CaratLane stands as an inspiration for others aiming to drive omnichannel growth. Their vision was simple but revolutionary: making jewelry a part of everyday life, not just reserved for special moments.
Selling jewelry online has never been easy. In 2023, the online jewelry market size in India alone was valued at over $1.2 billion, projected to grow at 12.5% annually. However, when pioneers like CaratLane, Bluestone, and Giva began 7-8 years ago, the idea of buying jewelry online was still new.
These brands tackled a significant challenge—bridging the gap between the personalized, traditional offline shopping experience and the convenience of the online marketplace. Today, CaratLane’s success showcases how a seamless omnichannel strategy can redefine customer engagement in an evolving industry. The brand’s FY 24 revenue crossed INR 3000 cr.
Jewelry is deeply rooted in tradition and is a highly personalized purchase, requiring customers to see the size, fit, color, price, and authenticity before making a decision. This made online sales especially difficult as trust needed to be built and a personalized touch was key.
CaratLane, which started its journey online, faced many of these same challenges. However, they overcame these hurdles and expanded offline, showing the balance between the digital and physical worlds.
As one of the top omnichannel companies, they’ve not only revolutionized the way people shop for jewelry but also set the stage for future innovations in the space.
The combination of a well-optimized website, in-store locator, inventory system, and appointment booking features has made CaratLane an exceptional example of digital and physical integration.
With an engaging social media presence and a user-centric website, they’ve mastered the balance of offering a seamless, personalized shopping experience both online and offline.
Core Pillars of CaratLane’s Vision
- Affordability: Jewellery starting from as low as ₹10,000–₹20,000, making diamonds accessible to a wider audience.
- Daily Wear: Pieces designed for regular use, easily blending into modern lifestyles.
- Stylish Designs: Trendy, fashionable jewellery catering to a wider range of choices and preferences.
Through their commitment to affordability, daily wear, and stylish designs, they’ve made jewelry more accessible to everyone while setting new standards for customer engagement.
In creating this blog, we’ve drawn insights from various sources, webinars and videos including what we’ve observed as consumers, read, and watched across multiple videos and content platforms. Read on to learn more about CaratLane’s Omnichannel journey.
Jewelry has always been more than an ornament; it’s a reflection of emotions and values. In India, every piece tells a story.
Table of Contents
- History of Caratlane
- How CaratLane Became an Omnichannel Pioneer?
- A Gift For Myself – My Experience With CaratLane
- The Power of CaratLane’s Website and Digital Presence
- How CaratLane Used Technology, Data, and Analytics in Driving Omnichannel Growth?
- Putting Customers First: CaratLane’s Customer-Centric Approach
- Conclusion
1. History of Caratlane
CaratLane’s story is one of transformation and innovation. It all began in 2008, when Mithun Sacheti, inspired by his family’s jewelry business, Jaipur Gems, started CaratLane as a B2B platform selling solitaires to jewelry brands. But, he saw a bigger opportunity. He decided to take fine jewelry directly to consumers.
This vision led CaratLane to shift the vision and become a direct-to-consumer (D2C) brand, offering something unique: everyday diamond jewelry that’s stylish, affordable, and wearable.
The journey from an online startup to a leading omnichannel brand has been nothing short of remarkable. Highlights of its journey include:
- 2008: Started as an online-first brand.
- 2011: Opened its first physical store to connect online browsing with in-store buying.
- 2011–2016: Secured over $50 million in investment from Tiger Global, fueling its growth.
- 2016: Titan, a trusted jewelry giant, invested in CaratLane, providing the resources to scale even further.
- 2023: Titan acquired Mithun’s remaining stake, valuing CaratLane at an impressive ₹17,000 crore.
Today, CaratLane has over 250 stores across India, generating more than ₹3,000 crore in revenue annually. Their journey has been marked by impressive growth, acquisitions, and a clear vision set by the founders.
In the past few years, CaratLane has seen significant revenue growth, thanks to their strong omnichannel strategy that has truly reshaped the jewelry industry. Its digital-first approach is still a major strength, with the app drawing over 10 million users every month, as noted in Titan’s 2023–24 annual report.
CaratLane isn’t just selling jewelry—it’s reshaping how Indians buy and wear it.
2. How CaratLane Became an Omnichannel Pioneer?
CaratLane has found the perfect way to mix online shopping with an in-person experience, making it a leader in omnichannel jewelry shopping.
2.1 Online to Offline
CaratLane’s approach combines the best of both worlds—online convenience and offline experience. Here’s how they bring it to life:
From Online to Offline: Try at Home
Shopping for jewelry is personal. People want to see and feel the pieces before buying. CaratLane’s Try at Home service makes this possible, right at the customer’s doorstep:
- Customers browse and shortlist designs on the website.
- A CaratLane expert brings the selected pieces to their home for a private, stress-free trial.
- There’s no pressure to buy, allowing customers to make confident decisions.
This service is perfect for busy professionals, families who value privacy, or first-time buyers who may feel unsure about shopping in stores.
Omnichannel Inventory Visibility
Jewelry stores face big challenges when it comes to managing inventory—there are so many designs, materials, and price points to keep track of. Plus, with high-value items, security and accuracy are a must.
CaratLane solved this with smart inventory management, making it easy for customers to find what they want:
- Real-time inventory updates let customers see what’s available at nearby stores.
- They can reserve items online and complete their purchase in-store.
This system takes the guesswork out of shopping and makes the online-to-store experience smooth and hassle-free.
Buy Online, Pick Up in Store & 24-Hour Delivery
CaratLane understood that sometimes, customers need their jewelry quickly. That’s why they offer:
- Buy Online, Pick Up in Store (BOPIS): Order online and collect your purchase at a nearby store—fast and hassle-free.
- 24-Hour Delivery: Perfect for last-minute gifts, this service ensures your order arrives quickly without compromising on quality.
These options make shopping with CaratLane both flexible and reliable.
Read more – Bridging Online and Offline: The Omnichannel Approach
2.2 Offline to Online
CaratLane stays connected with customers after they’ve made a purchase through post purchase digital nudges:
Post Purchase Digital Nudges
Staying connected with customers after they make a purchase is key to building lasting relationships and loyalty. For brands like CaratLane, which operate both online and in physical stores, this is a chance to create a smooth experience across all touchpoints.
One way CaratLane does this is by using WhatsApp to reach out to customers after they’ve bought something in-store:
- Review Collection: They ask customers to leave feedback on their purchases, helping improve their service and products.
- Online Store Promotion: CaratLane sends reminders and promotions for online shopping, encouraging customers to explore more options and stay engaged with the brand.
Read more – Crafting Winning O2O Strategies for Omnichannel Growth
2.3 Other Interesting Omnichannel Features
Here are some more interesting omnichannel features that enhance CaratLane’s customer experience:
CaratLane Live: Virtual Shopping Assistance
To meet challenges from the COVID-19 pandemic and changing customer needs, CaratLane introduced CaratLane Live:
- Customers can video call jewelry experts for immediate help.
- Experts show designs, answer questions, and give styling advice.
This service offers both convenience and personalization, letting customers have a customized shopping experience from anywhere.
Virtual 3D Jewellery Try-On App
CaratLane tackled a big challenge in online shopping—finding the right fit and style for jewelry:
- They created the world’s first Virtual 3D Jewellery Try-On App, using facial recognition and 3D imaging.
- Customers can explore different designs and virtually “try on” earrings, necklaces, and more.
- The app works like a mirror, letting users share images with friends and family for feedback before making a purchase.
3. A Gift For Myself - My Experience With CaratLane
Why should gifts only be for birthdays, anniversaries, or other big occasions? Sometimes, you deserve to treat yourself, just because you feel like it. That’s exactly what I did recently, and CaratLane made it an unforgettable experience.
One day, I was browsing the CaratLane website for no specific reason. I just wanted to see if I could find something special for my birthday. That’s when I saw the perfect ring. It looked simple yet elegant, and I knew I had to see it in person.
I went to their store to try it on, but unfortunately, my size wasn’t available at the time. I felt a little disappointed, but the staff quickly helped me out. They told me I could order the ring in my size, and it would be delivered right to my home.
The process was so smooth. I made a part of the payment at the store, and the rest was paid after the ring was delivered. Everything was quick and easy. When the ring arrived, it was exactly what I wanted, and it fit perfectly.
4. The Power of CaratLane’s Digital Presence
One of the standout features of CaratLane’s omnichannel success is its exceptional website, which plays a pivotal role in delivering a seamless shopping experience.
What further boosts CaratLane’s digital presence is their outstanding Google My Business (GMB) profile and store locator. With an average rating of 4.5+ or 4.7+ stars and over 1000 reviews, paired with high-quality photographs, CaratLane ranks higher in search results and is easier for potential customers to find.
Read more – Local SEO: Marketing strategy to convert Online traffic to Offline
In fact, the website isn’t just aesthetically pleasing; it’s super optimized for user experience, offering several key features that enhance the customer journey.
- Store Locator & Inventory Tracking: CaratLane’s website includes an intuitive store locator that helps customers easily find physical locations nearby. It also integrates real-time inventory data, ensuring that customers can view the availability of jewelry pieces at their nearest store.
- Website & Analytics: While CaratLane’s website is well-optimized, it’s also supported by powerful analytics tools. These tools allow the company to track customer behavior, identify trends, and personalize their offerings. However, this aspect of their strategy isn’t always highlighted. The data they gather plays a critical role in refining user experience, offering personalized recommendations, and driving growth across both their online and offline channels.
- Appointment Booking: CaratLane’s website also allows users to book appointments at physical stores, which adds a personalized touch to the online shopping experience. Customers can schedule a consultation, ensuring they get the expert attention they need when visiting a store.
- Social Media Integration: In addition to the robust website, CaratLane has successfully built a strong presence on social media, allowing them to engage with their audience in creative and interactive ways. From showcasing new collections to sharing customer stories, their social media strategy amplifies their brand’s reach and strengthens customer loyalty.
5. How CaratLane Used Technology, Data, and Analytics in Driving Omnichannel Growth?
CaratLane’s success in omnichannel growth is driven by smart use of technology and data. The brand uses AI tools to help customers discover jewelry online. These tools look at customer preferences, search history, and browsing habits to recommend designs that match what they like. This makes shopping faster and easier.
With over 15 years of customer data, CaratLane understands buying patterns and preferences. They use this data to:
- Send personalized recommendations and offers based on individual tastes.
- Adjust their product catalog to keep up with trends and customer needs.
Predictive analytics help CaratLane make better decisions:
- Stock Allocation: Ensures popular designs are available in the right stores.
- Customer Targeting: Identifies which customers to contact now and who to reach later.
- Fraud Detection: Monitors activities to protect customers from fraud.
CaratLane also uses data to:
- Choose the best places for new stores, based on customer demand.
- Link online and offline experiences, such as the store check-in feature, which connects online activity with in-store visits.
6. Putting Customers First: CaratLane’s Customer-Centric Approach
CaratLane’s approach focuses on meeting customer needs at every touchpoint:
- Personalization: Services like in-store consultations and Try at Home cater to the unique needs of each customer.
- Engagement: Digital tools such as wishlists, virtual consultations, and personalized messaging help keep customers engaged throughout their journey.
- Omnichannel Impact: With 80% of in-store visits driven by digital touchpoints, CaratLane effectively attracts high-intent customers to their stores.
CaratLane successfully appeals to both younger, tech-savvy buyers and older customers who value trust, ensuring it connects with shoppers across generations.
The Indian jewelry market is unique. Customers don’t just buy a product; they invest in heritage, culture, and sentiment.
7. Conclusion
CaratLane isn’t just a jewellery retailer; it’s transforming the way we experience shopping. By blending the trust of traditional jewellery with the ease of modern technology, it’s setting a new benchmark in omnichannel retail.
From Try at Home services to 3D virtual trials and real-time inventory management, CaratLane continues to push the boundaries of innovation.
As it evolves, the brand shows that it’s not just about selling jewellery; it’s about creating memories, bringing joy, and shaping the future of jewellery shopping.
If you’d like to discuss how we can help enhance and optimize your Omnichannel and growth marketing strategies, we’d be happy to set up a consultation call. Feel free to reach out to us at alibha@daiom.in
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