CaratLane, India’s premier omni-channel jewellery retailer, has started a sincere cultural movement called #WearYourWins. CaratLane‘s current campaign strives to encourage women by encouraging them to celebrate every success, big or small, professional or personal. Often, women work persistently for these victories but are hesitant to acknowledge them. CaratLane believes that regular recognition of these accomplishments will increase women’s confidence and drive them to set higher goals. CaratLane‘s campaign aims to promote awareness and inspire women to own and appreciate their wins.
The campaign stars ace Content Creator and Designer Nancy Tyagi, who made news for walking the red carpet at the Cannes Film Festival in an extravagant, self-stitched gown and gorgeous CaratLane jewelry. To highlight this campaign, the brand introduced its debut collection, PEAK. The PEAK series was designed to reward each stage of the wearer’s path to achievement. The collection includes a one-of-a-kind mountain-inspired ‘Everest Cut’ that pays homage to the wearer’s challenges and triumphs, transforming each stone into a symbol of accomplishment.
Jennifer Pandya, VP of Marketing at CaratLane, said on the launch: “Our brand’s mission is to allow our clients to express themselves. Most women are ready to praise their loved ones and their accomplishments, but they are cautious to recognize their own successes, whether personal or professional. According to a study* we conducted with Quantum, just three out of ten women celebrate their wins. As a company that values expression, we wanted to encourage women to stop denigrating their accomplishments. Rather, we want kids to recognize and praise themselves for their successes. “We see this as a cultural movement, not a campaign.”
BBH India conceptualized and conceived the Parikshit Bhattaccharya, Chief Creative Officer of BBH India, says, “Research has proven certain discouraging realities. Women underestimate their own efforts, do not recognize their own accomplishments, and do not enjoy their own victories sufficiently. CaratLane is a trailblazing brand in terms of how it does business and what it makes possible through its numerous innovations. Wear Your Wins is the first jewelry brand to inspire women to celebrate their victories, so it’s only natural. The program includes a film, social interventions, and many more executions to urge women to adorn their successes with jewelry, such as glittering tattoos as remembrance of wins that are meaningful to them.”
CaratLane‘s #WearYourWins campaign has expanded the scope of self-expression by effortlessly combining success recognition with self-reward.