CaratLane, an omni-channel jewellery brand, has launched a groundbreaking cultural movement with its campaign #WearYourWins. This campaign is designed to empower women by encouraging them to reward every win—big or small, professional or personal. Women often work tirelessly to achieve these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their wins.
CaratLane X Nancy Tyagi
The #WearYourWins campaign features ace content creator and designer Nancy Tyagi, who made headlines by walking the red carpet at the Cannes Film Festival. She wore an elaborate, self-stitched gown paired with stunning CaratLane jewellery, embodying the spirit of the campaign. This collaboration emphasizes the importance of celebrating personal milestones with meaningful rewards.
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Introducing the PEAK Collection
In line with the campaign, CaratLane has launched its first collection, PEAK, crafted to reward each step of the wearer’s journey to success. The collection features a unique mountain-inspired ‘Everest Cut,’ symbolizing the trials and victories of the wearer’s journey. Each piece in the PEAK collection is designed to be a testament to success, transforming every stone into a symbol of achievement.
Jennifer Pandya on the Campaign’s Purpose
Jennifer Pandya, VP of Marketing at CaratLane, shared her thoughts on the launch: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study we conducted with Quantum, only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather, we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”
Concept and Creation by BBH India
Conceptualized and conceived by BBH India, Parikshit Bhattacharya, Chief Creative Officer of BBH India, added: “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery—like dazzling tattoos as reminders of wins that are important to them.”
Conclusion: A Cultural Movement
The #WearYourWins campaign is more than just a promotional effort; it is a movement that seeks to shift cultural norms and encourage women to take pride in their achievements. By rewarding themselves with CaratLane’s exquisite jewellery, women can wear their wins as a daily reminder of their strength, resilience, and success.
