CaratLane expands product offering with convertible jewellery line

Fine jewellery brand CaratLane has launched its first convertible jewellery line which uses magnets to transform jewellery into two different styles. Named ‘Switch’, the product line has launched in 50 select CaratLane stores and on its direct to customer e-commerce site. 

“We recognised that our customers lead dynamic lives, juggling multiple roles throughout the day,” said CaratLane’s head of design and merchandise Kinnari Shah in a press release. “The problem they faced was the need to change jewellery frequently for various occasions. That’s when we conceptualised Switch by CaratLane, a convertible jewellery line, as the perfect solution to their ever-changing needs.”
 
Switch by CaratLane is designed to take the wearer from the office to a dinner party and is crafted in 14 carat gold. The line features 15 different designs including necklaces and earrings and most designs are priced below Rs 50,000. 

“Making smart use of magnets, we have ensured that each piece can be worn in two ways, adapting effortlessly without compromising on the look or price,” said Shah. “Now, our customers can enjoy the convenience of stunning, versatile designs that switch from this to that, celebrating the hustler in you!”
 
CaratLane is a Tanishq Partnership and counts over 220 branded stores across India. The brand was first launched in 2008 by Mithun Sacheti and Srinivasa Gopalan with the aim of retailing wearable and affordable fine jewellery.