RJ Market Watch
CaratLane’s Borla range reimagines ‘maangtika’, surges in-store try-ons
Three-dimensional designs are
always a marvel to watch. An outcome of CAD/CAM technology, 3D jewellery has
enraptured the common fashionmonger. But CaratLane has infused tradition with
this trendy technology that has unlocked a whole new set of clienteles for the
brand. Such clients are in for the trend and love sporting traditional on one
go.
We are talking of the Borla
collection by CaratLane that was launched last week with a beautiful video
walking through the creation of this radiating jewellery. The Instagram video
shows the process of hand enamelling each jewellery, thus retaining the
individuality above and beyond the 3D lure that accentuates the beauty of the
wearer. Talking about the collection, Kinnari Shah, head of design, CaratLane
said, “Each year, we bring out signature ranges focusing either on a story
or a technique. For the first time, CaratLane has focused on maangtika, the
Indian traditional jewellery, and refashioned it into bracelets, bangles,
rings, etc.”
The idea is to bring back the
excitement of wearing a maangtika for the modern woman, who gets to wear it in
its original fashion very occasionally. There are about 25 unique designs having
the signature Borla motif with a nice enamelling. The traditional Borla motif
and its 3D appearance is retained in the collection, albeit across sizes and
shapes.
With the collection just stepping
into its second week of release, the number of organic shares on social media
and increase in in-store try-ons have been staggeringly high for Borla, as
opposed to other ranges by the brand. “The look and feel of the range are
premium but at an affordable price. We are seeing a lot of curiosity, thanks to
the visual appeal and awareness we brought in through video promotions. We have
also created a lot of excitement online with contests involving Borla and I
wish that this craze sustains for long,” concluded Shah.
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