We want to double down on influencer-led content: Jennifer Pandya, CaratLane

CaratLane recently launched a campaign #WearYourWins with influencer Nancy Tyagi of Cannes fame. The campaign aims to empower women by encouraging them to reward every win – big or small, professional or personal.

Sharing more on the campaign with e4m was Jennifer Pandya, VP-Marketing, CaratLane, who said the Nancy Tyagi campaign was ideated because the brand's purpose has always been enabling users or customers to express their emotions.

“When a woman is wearing jewellery, it actually becomes the means to showcasing a lot of their individualism, their style, their choice of fashion, so jewellery is a medium to say that for a woman.” 

On being associated with the campaign, Tyagi shared, “I essentially loved the brand and associated with it as it was an important part of my Cannes journey. Every woman should celebrate their achievements with this campaign.”

The reason why Tyagi associates and relates with the ‘Wear Your Wins’ campaign is because over time, she has never celebrated her small wins. 

“Now, I feel that I should have celebrated those moments of small wins. So, this campaign has hit me a lot,” she added.

The consumer insight that helped CaratLane execute this campaign was when they spoke to a lot of consumers, they realised that at scale, this just doesn't happen. In fact, women are shying away from their accomplishments and they are not acknowledging their wins.

“And as a brand seeking to start new narratives, I think it fits very well with who CaratLane is as a brand and what we want to do for our customers,” she further added.

The influencer who gained a lot of traction due to her fashionable appearance at Cannes 2024, Tyagi, was chosen by CaratLane because her story really resonates with the audience. 

Pandya highlighted that they have been working with content creators for a while because their customers want some style inspiration and they want to know how to wear their jewellery.

“While we were looking at various content creators, the team actually came across Nancy, we said that, listen, we need to stop looking elsewhere because we found our protagonist, because this was a moment and we were part of it. It just fit beautifully into the narrative and she fit perfectly into everything that we wanted,” she said.

At a larger level, the brand actively focuses on investing in influencers because the brand has chosen two ways to connect with consumers. One is sort of building desire and credibility where the desire building comes via influencers. 

“Our customers spend a lot of time on Instagram and when they are on social media, especially the micro influencers are very relatable to the customers. It’s the era of relatable content, and consumers have become very savvy as they can filter out advertisements from relatable content. So we want to sort of double down on this kind of content in it,” she added.

The brand has focussed all of their marketing budgets for the upcoming quarters on Wear Your Wins campaign. The brand is already planning phase two with real users and customers.

Pandya also mentioned that the brand will be opening stores in the metros as well, but a lot of expansion has happened in the small towns in the last three months.

“We've recently expanded in Tamil Nadu, to a city like Erode. Coimbatore already has two stores. We have a store in Madurai. In the South, we have gone to the smallest towns. Even in the East, for example, we are in cities like Durgapur. We are also in Patiala, in Hisar, even in Sonipat. In all these towns, we are seeing a lot of demand and hence, opening stores there,” elaborated Pandya.

The growth in smaller towns, as compared to last year versus this year, is much higher for CaratLane. The proportion in places like Delhi, Bangalore and other metros put together is huge, but the growth is definitely bigger in the smaller towns. 

In the coming months, the brand is going to focus on ‘Wear Your Wins’ and it's more than a campaign for them, as per Pandya. 

“We want to see how we can really change the way women think about their achievements, wear their wins and talk about it. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign. So, you can expect a lot of this conversation from us in the near future.”