Crafted in 9K and 14K gold, enamel and diamonds, the new line offers 30+ designs that spark a wave of nostalgia as they bring to life favourite elements of the sitcom, such as the lobster, the couch, the smelly cat, the yellow doorframe and Joey’s pizza
Mumbai: Omni-channel jewellery retailer CaratLane, from the House of Tatas, has just officially launched a gold and diamond jewellery line inspired by the iconic sitcom Friends. Launched in partnership with Warner Bros. Discovery Global Consumer Products, the exclusive collection brings the charm and nostalgia of Friends into the world of gold and diamonds. It was targeted at Friendship Day sales in India.
With a fan-following across the globe, Friends has transcended generations, leaving an indelible mark on pop culture and friendships alike. The jewellery line pay tribute to it and rekindles the love for the show among the 90s and 2000s kids who grew up quoting Chandler’s sarcasm and singing along to Phoebe’s tunes.
Crafted in 9KT and 14KT gold, enamel and diamonds, the new line offers 30+ designs that spark a wave of nostalgia as they bring to life favourite elements of the sitcom, such as the lobster, the couch, the smelly cat, the yellow doorframe and Joey’s pizza.
Speaking on the association, Saumen Bhaumik, Managing Director, CaratLane, said, “At CaratLane, we’ve always believed that jewellery should speak your story, and for an entire generation, the Friends show is a part of that story. We’re thrilled to collaborate again with Warner Bros. Discovery Global Consumer Products, to create something so iconic. With this line-up in IP collaborations, we are immensely proud to add to our existing Harry Potter and The Powerpuff Girls collections. Aligning with our brand motto of ‘Khul Ke Karo Express’, this collection will make customers take a trip down nostalgic lane, while celebrating the friendships that make life more precious and memorable.”
For the launch, CaratLane is hosting a mall activation designed to immerse customers in the world of the beloved sitcom. This engaging event features trivia about Friends, fostering a light, nostalgic, and humorous atmosphere. Visitors receive free stickers and exclusive invites. A fun photobooth is also available for all to capture their own Friends-inspired moments, with free polaroids offered for social media re-posts to amplify the excitement and build brand love.
CaratLane, one of the earliest online jewellery start-ups, has evolved into a seamless omni-channel jewellery retailer, after the Tata Group invested in it in 2016. Along with its online platform, CaratLane operates over 330 stores nationwide and one internationally in New Jersey.
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