Caratlane defines single women as a key target group through Singles’ Day promotions

Via social media, the brand urged single women customers to indulge in self-care, luxury and a little me-time, leveraging its 2.1 million Facebook and 1 million Instagram followers for maximum impact

Mumbai: Jewellery brand Caratlane marked this year’s Singles’ Day (11.11.2024) with promotional content centered on self-love, indulgence and a touch of glamour, reaching out to single women, who have become a key target group for the brand. Emphasizing the importance of treating oneself, the post content encouraged shoppers to create their ultimate wishlist, with pieces that celebrate individuality and personal style.

In a playful twist, Caratlane invited customers to share the message with their single best friends, making this a day to celebrate self-care, luxury and a little me-time. The brand released a range of stylish, everyday jewellery to target single women, creating a unique window of marketing opportunity. The curation comprised rings, pendants and earrings, ranging from Rs 20,000 to Rs 50,000. The brand aimed to engage potential customers on social media as it rolled out multiple posts across all major handles. The brand has a whopping 2.1 million followers on Facebook and over 1 million followers on Instagram, making any such activities highly impactful.

The omnichannel jewellery retailer recently reached a milestone of 300 retail outlets in India, in alignment with its mission of a widespread retail network. The brand has opened over 55 stores in Tier III cities, including Dimapur, Pathankot, and Attapur. CaratLane is currently present in 130 cities across India, with over 3,70,000 square feet of retail space.

Founded in October 2008 as an online jewellery store, and later acquired by Titan, CaratLane first established itself as a key player in the Indian e-commerce jewellery market before evolving to an omnichannel brand. The physical expansion of the brand is impressive and its astronomic rise directly correlates with its acquisition by Titan, which has propelled it to further heights.

Single’s day (November 11, i.e. 11.11) is turning out to be a lucrative market opportunity across the globe. It has its origin in an interesting case from China. In 2009, e-commerce giant Alibaba transformed November 11 into a 24-hour shopping festival with enticing deals. As Quartz reported, the company marketed the event with the slogan, “Even if you don’t have a boyfriend or girlfriend, you can at least shop like crazy.”

The event’s success led other brands to join the trend, and it has grown into a superlative marketing strategy, targeting unattached people.

Retail Jeweller India News