CaratLane, the Tata Group-backed jewelry seller, is changing the Indian jewelry market with its new Shaya Diamonds line. This line features real diamonds in 925 silver.
This move expands the product range for a well-known Indian brand, showing how established yet modern companies are adjusting to new customer behaviors, price concerns, and preferences for jewelry that can be worn daily. Shaya Diamonds is a timely answer to high gold prices and shifting demands. By offering real diamonds at reasonable prices, CaratLane is making it easier for first-time buyers, younger shoppers, and those buying gifts to enter the market. These groups are increasingly boosting sales in the online jewelry business in India. Prices start at ₹5,000, making it an affordable way to own diamond jewelry without the high cost of gold.
Shaya Diamonds is designed to be a mix of fancy jewelry and everyday wear. CaratLane says this is the first time real diamonds have been widely offered in 925 silver settings in India. This approach combines stylish designs with practicality and value, which appeals to online shoppers in India who want versatile, frequently used, and personalized items rather than pieces for special occasions only.
Saumen Bhaumik, Managing Director at CaratLane, said that diamonds are still key to the brand. As gold prices increase, Shaya Diamonds gives customers a new way to buy real diamonds without spending too much. This fits with current market trends, where brands are coming up with new materials, styles, and prices to keep growing while maintaining value.
The launch also strengthens Shaya by CaratLane, the retailer’s brand that focuses on individuality and modern design. Ajith Singh R, Associate Vice President and Business Head at Shaya, said that using diamonds with silver brings a fresh, everyday feel to jewelry, making it appealing for more than just weddings or investments. This design-focused approach places Shaya Diamonds in the online fashion and lifestyle conversation.
This move shows how jewelry brands are adjusting their offerings to reach more customers. Lighter, versatile jewelry that can be worn at work or casually is becoming popular, especially among city dwellers. Silver diamond jewelry meets this need and encourages more frequent purchases, which helps grow sales and keep customers engaged.
CaratLane’s strong store and online presence is important for the launch. Shaya Diamonds is available in select CaratLane stores in major cities and on the brand’s website. This combined approach allows CaratLane to blend the trustworthiness of physical stores with the reach and convenience of online shopping.
Overall, Shaya Diamonds is a smart way for CaratLane to grow. By being new with materials, prices, and designs, the brand is responding to costs and customer expectations. As competition increases in the jewelry market, these kinds of expansions will likely be key in attracting customers, standing out from competitors, and shaping the future of the online jewelry business in India.
