CaratLane – A TATA Product, India’s foremost omni-channel jewellery brand, has revitalized the essence of its impactful campaign #WearYourWins just before International Women’s Day. Building on the success of its highly praised initiative, the brand aims to promote the importance of self-acknowledgment. It wishes to remind women of their overlooked victories—the deeply personal yet frequently forgotten achievements that shape their paths.
To emphasize this message, CaratLane initiated its first social experiment featuring three remarkable women—Gul, a teacher; Neha, a single mother, actress, and RJ; and Tarannum, a single mother and business owner. The experiment explored how women often neglect to recognize their own successes and, consequently, their own value.
Initially uncertain due to self-doubt, their viewpoints transformed when their families highlighted how their achievements had influenced both them and the surrounding world. This impactful experience reinforced the #WearYourWins concept—every victory, whether significant or minor, deserves acknowledgment.
To connect with and inspire more women, CaratLane partnered with famous artists from UnErase Poetry, including Priya Malik and Sainee Raj, thereby magnifying the message through engaging storytelling.
Shaifali Gautam, CMO of CaratLane, remarked, “Women frequently minimize their accomplishments—only 30% of women celebrate their victories. That insight was too significant to overlook! With #WearYourWins, we aim to foster a cultural transformation, redefining the notion of self-celebration and encouraging women to honor their milestones with jewellery. Ultimately, this initiative aligns with our brand ethos of Khul Ke Karo Express, which supports women in expressing their successes by treating themselves.”
As a special incentive to motivate women to honor themselves, CaratLane is providing a flat 10% discount on over 3000 exquisite diamond designs from March 7th to 9th. Whether commemorating a significant achievement or embracing a personal victory, the brand’s daily diamond jewellery acts as the ideal reminder to cherish and #WearYourWins with confidence.