CaratLane to transform Indian high jewellery scene with AuDorn rental app

Until August 2021, an Indian jewellery lover had to buy jewellery to enjoy it. CaratLane’s Now,  AuDorn jewellery rental app promises the elite Cartier experience for Rs 500. Avnish Anand, co-founder and CEO, CaratLane, briefs The Retail Jeweller about features, strategy and the plan ahead

Renting fine jewellery sounds like a dream. Add the likes of Cartier and Tiffany to that, and one might never believe that such a facility will come up at the implacable era of Covid pandemic in India. But it has, thankfully, with CaratLane’s AuDorn jewellery app launched in August.

The test project unveiled only for Mumbai comes with amazing features. Avnish Anand, co-founder and CEO, CaratLane, states, “An AuDorn woman is smart, clear about her preferences and does not believe in investing in something that she’ll not wear more than once.  The app has ideal inventory for the energetic intern, the boss, siblings and every emotional demographic in between.

Millennials, cost curve pushing app popularity

A major reason why CaratLane went ahead with this extraordinary vertical is the millennial’s increasing tendency to prioritise experience over purchase. More importantly, the brand wanted customers to wear high jewellery without a big-ticket purchase every now and then. “Renting instead of outright buying is increasingly becoming the preferred option for millennial consumers across categories and geographies,” said Anand. This is why Anand believes that a 2-4 day rental window works fine for a customers.

This is where the rental charges convert a potential user successfully. Starting as low as Rs500, Audorn gives a strong leverage to jewellery enjoyers over jewellery buyers. Users have to pay a refundable security deposit that depends on individual credit ratings and ranges between 20-50% of the design’s MRP.  

Customer response

The app already promises a catalogue of 350 high-profile jewellery designs including Jaipur Gems, Cartier and Tiffany’s, and has been installed over 2,500 times. This facility is a literal breakthrough in the way Indian customers respond to premium jewellery, hitherto meant only for investment.

The test runs will prove how CaratLane can branch this app across other metros. Indian jewellery times, with Audorn’s ease of operation, are definitely a-changin’!

Courtesy: Retail Jeweller India News