CaratLane, a jewellery brand fully owned by Titan Company, is celebrating women in aviation through its latest offering—The Runway Collection. This launch highlights a deeper shift in how jewellery is designed, marketed, and worn in India today.
Inspired by aviation, the new collection features unique pieces, such as earrings with moving, propeller-style elements and rings influenced by aircraft design. The brand says the collection pays tribute not only to women pilots but also to air hostesses, ground crew, and female fighter pilots serving in India’s defence forces.
India has more than 1,700 women pilots, making up around 15% of its total pilot population—far higher than the global average. CaratLane says this is a story worth celebrating.
“We created this campaign months ago, long before any recent geopolitical events,” said Shaifali Gautam, Chief Marketing Officer of CaratLane, in an interview with afaqs!. “Our design process started about two months ago, driven by genuine admiration and creativity.”
The collection is being launched on May 31 to mark International Cabin Crew Day. Gautam added that while some may see the timing as sensitive, it actually adds more meaning.
“It’s a chance to show resilience. We’re celebrating our people, and we hope these pieces will make women feel proud and more connected,” she said.
Affordable Luxury at the Core
The Runway Collection is priced between ₹18,000 and ₹70,000, with most items available under ₹25,000. Although the line includes some larger, more expensive pieces like necklaces, the focus remains on affordability.
When asked whether rising gold prices are affecting the brand, Gautam confidently responded, “This is a recession-proof industry.”
She pointed to the brand’s record sales on Akshaya Tritiya this year, on April 30, as proof that consumers still trust and invest in gold jewellery. To help customers manage higher gold prices, CaratLane has introduced an incentive of ₹500 extra per gram (per karat) when old gold is exchanged. This move supports both cost-conscious shopping and sustainability.
CaratLane has also seen more demand for jewellery made with 14KT and 9KT gold. Gautam explained this is due to both rising prices and a shift in consumer preferences.
To cater to younger buyers, CaratLane has launched themed collections like Seaborn, Butterfly, and Disney. These collections aim to introduce diamonds at more accessible price points.
Rise of the Self-Purchasing Woman
According to Gautam, one of the most important trends shaping CaratLane’s strategy is the rise of women buying jewellery for themselves. She says Indian women today are more focused on self-expression than on traditional heirloom jewellery.
“Today’s woman is not interested in heavy jewellery locked away for weddings. She wants something modern, meaningful, and wearable every day,” Gautam said.
This change has pushed the brand to redesign its approach, especially in marketing. CaratLane now relies heavily on influencer partnerships to reach self-purchasing women.
A Sharper Focus on Marketing
CaratLane is preparing to launch a new advertising film to promote the Runway Collection. The campaign will be backed by a strong digital media plan. Although the brand has always been digital-first, it is now also investing in television and print.
“We returned to TV this Valentine’s Day after seven years. We’re also advertising during the IPL, which has given us a wider audience,” Gautam said. “We’ve added print and outdoor advertising as well.”
Expanding Globally
CaratLane made its first move into international physical retail in October 2024 with a store in Edison, New Jersey, USA. This marks the brand’s official entry into offline global markets.
Online, the brand already serves countries like the UK, Singapore, Dubai, Australia, and Canada. In India, CaratLane operates 325 stores and is actively expanding.
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