CaratLane’s new campaign celebrates the expression of love in modern marriages

The campaign emphasises that modern women view mangalsutras as an expression of love, celebrating all the special yet seemingly ordinary moments in a couple’s routine life

Mumbai: CaratLane has introduced its latest campaign, Everyday Vows, conceptualised and executed by BBH India. The idea stems from the brand’s mission to encourage people to redefine the significance of mangalsutras in a modern woman’s married life.

With #KhulKeKaroExpress as the tagline, the Everyday Vows campaign emphasises that modern women view mangalsutras as an expression of love, celebrating all the special yet seemingly ordinary moments in a couple’s routine life. Since mangalsutras have become an integral part of a woman’s everyday jewellery collection, one traditional design is no longer sufficient. Women are now opting for multiple intricate diamond designs that seamlessly complement their daily outfits.

Expressing her excitement about the campaign, Jennifer Pandya, Vice President, Marketing, CaratLane, said, “We believe that every day is an opportunity to celebrate love, and a Mangalsutra is the perfect symbol. A modern woman chooses to wear a mangalsutra as a marker of all the little things her husband does to make her feel special, whether it’s making chai in the morning or being her support system. We’ve created a range of gorgeous lightweight diamond Mangalsutra in chains, bracelets and rings to fit seamlessly into her lifestyle and add a touch of elegance to her every day.”

Parikshit Bhattaccharya, Chief Creative Officer, BBH India, said, “Our insight was clear – a woman should wear what she wants, not what she feels pressured to wear. So, we designed a campaign that beautifully aligns with women’s lifestyle and attitude now.”

Shaya by CaratLane opens its new store at Amrutha Mall, Hyderabad

The brand also recently expanded its retail presence and opened a new store in Hyderabad at Amrutha Mall. The offline store offers a warm and welcoming ambience with cosy interiors and aesthetics. With stunning displays and a bird’s eye retail plan that offers a glimpse into Shaya’s journey, the store is tailored to offer something for every customer. From statement pieces to understated, low-key designs for everyday wear, there is something uniquely handcrafted for every identity and wearer.

Known for crafting 925 silver jewellery,  its latest collections such as Chitrakalay Kolkata, Bloom Your Way, To the Wanderlust in You, The Legacy of Rani Lokmahadevi etc. are available at the store. The store is also equipped with robust customer support and in-house styling aid.

Shaya’s new store aligns with the brand’s commitment to empowering women to pursue their ambitions and enable their jewellery trousseau to reflect their unique personalities. Crafting one-of-a-kind designs enables women to wear pieces that embody their distinctive identities.

Retail Jeweller India News