Chennai: CaratLane, a Tata product, has signed young actor Ashlesha Thakur for its
latest campaign focused on accessible natural diamond jewellery. The
association places the spotlight on CaratLane’s Shaya Diamonds range, crafted
in 925 silver and 9KT gold, with prices starting from ₹ 5,000.
The campaign reflects a growing shift in India’s jewellery
market, where younger consumers are increasingly looking for jewellery that is
personal, wearable and suited to everyday styling. Through this collaboration,
CaratLane is positioning natural diamonds beyond traditional occasion-led
buying and closer to the language of daily self-expression.
Ashlesha Thakur, recognised for her performances and strong
connect with young audiences, will front the brand’s campaign for Shaya
Diamonds. Her image of authenticity, confidence and ease aligns with the
collection’s communication, which focuses on making fine jewellery more
approachable for a new generation of consumers.
The Shaya Diamonds range combines natural diamonds with
lighter metal formats such as 925 silver and 9KT gold. This allows consumers to
experience the appeal of natural diamond jewellery at a more accessible price
point, without entering the heavier investment bracket usually associated with
gold and diamond purchases.
Speaking about the association, Saumen Bhaumik, MD,
CaratLane, said natural diamonds are among the rarest creations of nature,
formed over a billion years, but rarity and preciousness need not place them
out of reach. He added that through 9KT gold and the Shaya Diamond range in 925
silver, the brand is making natural diamond jewellery more attainable while
retaining value and beauty.
According to CaratLane, Ashlesha’s genuine connection with
younger audiences makes her a suitable face for the campaign. The brand is
looking to build relevance among consumers who want jewellery that feels
premium yet practical, aspirational yet easy to include in their everyday
wardrobe.
Commenting on the collaboration, Ashlesha Thakur said she
was excited to be associated with CaratLane and described the brand as being
ahead of the curve in design and variety. She added that she was impressed by
how beautifully the silver diamonds and 9KT gold pieces had been brought to
life, making them stylish, accessible and desirable for young women.
The campaign comes at a time when lightweight and
entry-level fine jewellery categories are gaining stronger relevance. With gold
prices remaining high and consumers becoming more selective in their purchases,
brands are focusing on design-led collections that offer value, versatility and
emotional appeal.
For CaratLane, the association with Ashlesha Thakur
strengthens its positioning in the everyday fine jewellery space. It also
expands the conversation around natural diamonds as a category that can be both
aspirational and accessible for younger jewellery buyers.
