CaratLane launches functionality-led jewellery contest
Fine jewellery brand CaratLane and its silver subsidiary Shaya have launched a ‘Designathon’ jewellery competition to crowd source functional jewellery design solutions.
Open to professionals from all creative fields, CaratLane’s new Designathon contest runs until April 28 and aims to find new solutions for creating functional jewellery, where design is secondary to solving technical problems.
“At CaratLane we wish to create a world of fine jewellery that is accessible to the customers and also gives them equal opportunity to the upcoming talent within the design industry,” said CaratLane’s founder and managing director, Mithun Sacheti, the Gem and Jewellery Export Promotion Council announced on its website.
“With this thought as the basis of our work, we have created India's first ever functionality-led global jewellery design competition,” said Sacheti. “The problem statements proposed to the participants stem from deep consumer insights that we have collected over the years. The solutions we receive will be game changers and break many barriers of doubts that we have while buying jewellery.”
The top three competition winners will be awarded cash prizes of Rs 75,000 ($1,036), Rs 50,000, and Rs 35,000, respectively. CaratLane and Shaya finalists will also receive royalties for sales of their design for a year and also receive recognition on the company’s website and social media pages.
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