CARATLANE LAUNCHES THE WORLD’S FIRST VIRTUAL JEWELLERY TRY-ON APP

In keeping with its mission of democratizing purchase of jewellery, CaratLane today unveiled the next step in discovery of jewellery with the launch of the CaratLaneApp that delivers the world’s first  true 3D virtual jewellery try-on experience. The CaratLane App uses cutting edge facial recognition technology and 3D imaging technologies to provide a life-like immersive try-on experience.

The CaratLaneApp will enable customers to discover thousands of jewellery designs, try on earrings and buy jewellery. This would be shortly followed by try-on features for other products soon.

The key USP of the CaratLane app is the 3D Virtual jewellery Try-on feature where the app takes a video of the user and then using 3D imaging technologies, generates a 3D view of the customer wearing CaratLane earrings. The user can swipe to look at her face from one side to the other to get an idea of how she looks wearing those earrings. Customers can make a purchase through COD, credit card, debit card and net banking. Moreover, they can request for a home trial of a product they like. They can also share a photo of themselves trying on earrings, with their friends on WhatsApp, Facebook etc. CaratLane expects the App to contribute 30 to 40 per cent of its overall business within the next six months.

According to Mithun Sacheti, Co-founder and CEO of CaratLane, “We want to help our customers discover theperfect piece of jewellery that is right for them. With the CaratLane app they will be able to browse through 1000’s of earrings and see exactly how it would look on them, before deciding to buy. They can also share their favourite looks on Facebook, Whatsapp and Twitter. We believe that the app by itself will be an addictive expereince for women and that it will transform the way jewellery shopping is done in india.”

With the influx of various international fashion brands offering international designs, the wardrobe of Indian women is ever evolving. However jewellery design has not kept pace with her need for new forms of self-expression. With the growing number of working women in India, pants, skirts and jumpers are sharing space with Sarees and Salwar kurtas. This has led to many customers looking out for options beyond yellow gold to complement their attire. Something chic yet wearable every day.  CaratLane’s mission is to create designer jewellery at revolutionary prices and find new ways of looking at things.

CaratLane is today India’s largest online jeweller – with over 100,000 customers and deliveries across 150 cities. CaratLane has rapidly increased its offline presence and now has 10 stores across 7 cities including Delhi, Bangalore, Chennai and Hyderabad. The company’s Try At Home channel caters to 20 cities across India

CaratLane offers customers prices that are up to 30% lower than other retailers because of a number of factors including:

• Limited “just-in-time” inventory policy helps make our processes more cost efficient.
• Low overheads when compared to brick-and-mortar stores.
• Sourcing directly from over 4,000 diamond vendors around the world, thus eliminating multiple levels of intermediaries and allowing us to negotiate better prices.
• State-of-the-art, in-house manufacturing facility.

In the process of building the largest online jewellery store, CaratLane has constantly innovated to change the way the business of jewellery is run:

• First to introduce Try at Home – For those shopping online, CaratLane offers innovative Try at Home feature wherein customers can select various pieces of jewellery and representatives will make a no-obligations visit to their house so that they can try on the jewellery before makinga final decision to buy.
• First to have open displays –CaratLane wanted customers to interact with its jewellery – pick them up, try them on. So the company decided to launch its Chennai Store with open displays – a first in the jewellery industry.
• First to start same day delivery in jewellery – CaratLane was the first to provide same day delivery of jewellery within Chennai city, leveraging its ability to crunch lead time significantly.