CaratLane banks on secrecy with its Message Band rings and personalised gifting digital campaign  

After its Postcards feature, which allows customers to listen to recorded and embedded personalized video messages by scanning their ring, the new launch adds a touch of secrecy to the concept 

Mumbai: CaratLane has expanded its jewellery portfolio with the introduction of ‘Message Band Rings’, catering specifically to the growing demand for personalised gifts during special occasions. By launching Message Band, the brand has tapped into the increasing desire for meaningful, unique gifts that go beyond standard jewellery. The rings provide a space for engravings, such as dates, names, or special messages, making them more than just decorative pieces — they become personal mementos. 

Considering how people value privacy even when it comes to gifts, the design of the ring ensures that the message on the ring is hidden, unless the wearer wants to view it. 

“For the offline promotion, we have special displays in stores for this collection. With regards to the rings, the engraving is hidden but the engraving option is also available for other product categories, including bracelets and pendants,” said Atul Sinha, Chief Operating Officer, CaratLane. 

The brand has also utilised social media to promote the collection, along with a digital video, focusing on the unique and versatile design of the rings. Several promotional reels showcase how each ring features a discreet panel that can be lifted to reveal a hidden engraving, whether it’s an anniversary date, the name of a loved one, or a special message. 

These short, engaging videos highlight the element of surprise and personalisation, emphasising how the rings offer more than just aesthetic appeal. The hidden engraving adds a personal touch, allowing wearers to carry a private, meaningful message with them. Through these reels, the brand effectively communicates the thoughtful design of the collection, appealing to those who value both style and sentimentality in their jewellery. 

Sinha elaborated on the promptness of the process and said, “Many of our stores are now equipped with engraving machines, and the customer can simply choose the message and the font to be engraved. The process is instant and can be carried out in front of the customer.” 

The collection, which also comprises couple bands, starts at Rs 41,000, and the average weight of the ring is around 4-5gms. “We have just launched the designs and are seeing a lot of interest from our customers. People buy jewellery for special occasions, and the Message Bands enable them to make it even more special. Moreover, with our previously launched Postcards feature customers can also record and embed a personalized video message which they can play any time in the future just by scanning their ring”, he added. 

The target audience for this product includes customers looking to celebrate significant life events and create lasting memories through personalized jewellery. This appeals especially to couples getting engaged, who may want to commemorate the occasion by having their names or engagement date engraved on their rings. 

Additionally, the product caters to those celebrating anniversaries or marking special milestones such as a spouse’s birthday. These customers often seek a way to make the moment memorable by having the date or a meaningful message engraved, ensuring the occasion is symbolized in a tangible and personal way. This product offers a way for people to create a unique keepsake that holds sentimental value, making it an ideal choice for marking important moments in their lives.

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive