CaratLane has launched its first retail store in the USA, with a new location in New Jersey.
This new location, which opened on 27th October, aligns with CaratLane’s goal of making modern Indian jewellery accessible to a broader audience.
With an established online presence in the United States, the New Jersey store strengthens CaratLane’s commitment to the international market by providing an integrated in-store and online shopping experience.
Omnichannel Retail Strategy: Expanding Beyond E-commerce
CaratLane’s move into a physical retail location in New Jersey reflects its ongoing focus on an omnichannel strategy, which has been central to its operations in India. With over 300 stores in India, CaratLane has established an approach that combines online shopping with in-store services. This model, now extended internationally, allows US customers to shop online, visit the New Jersey store, or use CaratLane Live, a remote interactive service offering real-time consultations and product views.
“With the festive season upon us, we’re thrilled to unveil our inaugural international store in New Jersey,” stated Atul Sinha, Chief Operating Officer at CaratLane. “While CaratLane has served US customers online for years, our new store enhances that connection, providing a seamless omnichannel experience. Thanks to the support from our Indian clientele, we feel confident to bring our presence to an international market.”
In-Store Offerings and Personalisation
Located in New Jersey, the store presents a curated collection representing CaratLane’s design ethos, with diamond mangalsutras, everyday jewellery, and pieces tailored to preferences within the Indian and South Asian communities. Personalised services, such as custom engravings, allow customers to add unique details to their jewellery.
Strategic Timing for the Diwali Festive Season
The timing of the store opening aligns with the Diwali festive season, a period associated with high demand for jewellery, particularly among non-resident Indians (NRIs) in the US. By establishing a physical presence ahead of this peak shopping period, CaratLane aims to serve customers interested in Indian jewellery that combines traditional elements with contemporary design. This launch broadens CaratLane’s footprint and enables it to cater to the festive market in the US.
Industry Implications: India’s Jewellery Brands Tapping into International Markets
CaratLane’s expansion reflects a broader trend among Indian jewellery brands exploring international markets, driven by demand for culturally resonant jewellery. This move highlights the growing importance of omnichannel models in the jewellery industry, where online and offline shopping experiences are increasingly integrated. For jewellers, CaratLane’s New Jersey store offers an example of how established brands can leverage physical spaces to support brand engagement, increase accessibility, and offer personalised shopping.
