SEVEN-year-old online jewellery store CaratLane has 50,000 visitors a day and counting. And that, indicates co-founder, Mithun Sacheti, was their cue to get into on-ground retail as well. When the brick and mortar CaratLane was proving to be just as successful —there are nine in Delhi, Bangalore and other cities — he decided to give Chennai its first “home store.” Scheduled to launch on Saturday, the newest member on Khader Nawaz Khan Road has a chic drawing room feel when you enter, where both online loyalists and brand neophytes are welcome to sit, inspect, touch and buy. Interestingly, nothing here is under lock and key, perhaps to bridge the gap between the online and offline jewellery buying experience. Whether clients choose to buy at the store, place an order — it’s only a 48-hour to 14-day wait, thankfully — or go back online for their purchase doesn’t worry 37-year-old Sacheti. The business has grown four times as much in the last year alone, and with CaratLane’s affordable jewellery walking the talk, he insists both categories will thrive.
With its first mover advantage, CaratLane has been the game changer for jewellery e-commerce, and its no wonder that traditional jewellery families are following suit, quickly creating an online presence. Sacheti appears thrilled with the competition and this confidence may stem from the superior jewellery technology he has under wraps, to be launched next month. Two years ago, he talked about 3D makeover technologies, and we can’t wait for the real deal.
Currently the store has a mixture of heavy and light jewellery in gold, together with the brand’s USP — solitaires. In fact, an exclusive solitaire room is under construction. Besides limited edition pieces like Fleur and Trellis, a new line of chandelier earrings will be introduced at the store. And in a month they will be launching their bridal collection as well. Even better news? The store will offer a flat 30 per cent discount on diamond and gemstone jewellery all year round.
Starts from Rs 4,000 onwards. 11 am to 7.30 pm. Details: 8754577770