Revolutionizing In-store Experience with Caratlane — India’s Most Trusted
Online Jeweller

CaratLane is India’s largest omni-channel and modern jewellery brand. Launched in 2008, the company has emerged as the epicenter of innovative jewellery design and technology-driven customer experience. Sparklin partnered with CaratLane to extend its highly successful online presence to its offline operations.

Working side by side, we embarked on a quest to develop the EZ Sales app—
a powerful personalization tool designed to help CaratLane’s retail associates connect with customers at over 220 CaratLane stores.

The Challenge

In the world’s second-largest consumer market of gold jewellery,
CaratLane brought a breath of fresh air with its collection of chic, contemporary designs, and transparent pricing. Their online shopping experience is second to none. However, the in-store experience is still crucial for many who want to see, touch, and feel the product before purchasing. Sparklin and CaratLane recognized the need to bridge the gap between online and offline jewellery-buying experiences.

Our Approach

We hit 15 stores in 5 cities to understand CaratLane as a brand in the eyes of the Indian consumer. Most people visit CaratLane stores for a specific purpose—to shop for special occasions such as engagements and birthdays. However, a significant number are unaware of fluctuating
gold prices and unsure about high craftsmanship fees. The primary concern for many visitors was viewing gold as an investment first, and wearables later. CaratLane had both to offer. 

Initially, customers needed extensive help exploring the in-store collection, as buying jewellery is highly personal and intimate, often reserved for special occasions. CaratLane’s more-than-capable sales team often
had to provide support and guidance at every step of the decision-making process.

There was previously no avenue to explore products not in-store, customize options, and place multiple orders with personalized preferences—whether for immediate pick-up or later delivery. Even loyal patrons were often unaware of their xCLusive reward points, CaratLane's curated offers,
the Gold Exchange program, and the 30-day money-back guarantee.
We also observed something extremely crucial — customers were more likely to reconsider and cancel their purchase if the payment took longer than expected.

Here was a golden opportunity for us to seize. We needed to make an app that makes shopping a breeze for customers while empowering sales officers with the right tools to deliver.

EZ reduced billing time to just 2.5 minutes for all app orders.

Interested patrons now have the liberty to order out-of-stock or unavailable store items. A Sales Rep can check its availability in other stores, provide custom options, and even place multiple orders. While they browse, they can get detailed information on each piece, access their wishlist, and view their cart from the app and their previous store visits. Discovering past orders, wishlists, and coupons used to be a headache for all parties involved in a sale.

Now, customers enjoy a journey without hiccups—tracking orders, reward points, revisiting wishlists, and reviewing preferences ina
single session.

In 2023, CaratLane surpassed a million customers for the first time.
Today, the widespread adoption of the EZ app in over 270 stores across 88 Indian cities continues to serve millions with an end-to-end fulfilling shopping experience.