Tata-owned Caratlane Launches Postcards, World’s First Jewellery with Video Message Embedded |



CaratLane, the Tata Group-owned omni-channel jewellery brand, has unveiled a new feature called Postcards, which is claims to leverage an innovative machine-learning technology. Caratlane Postcards is claimed to be the world’s first-ever such service that allows users to record video messages and embed them into any CaratLane ring, which can be scanned by the recipient and relived forever.
This jewellery-based tech innovation is said to have been conceived by co-founder and former MD of CaratLane, Mithun Sacheti. Talking about the launch, Gurukeerthi Gurunathan, Co-founder & CTO, CaratLane, said: “Enabling our users to express their emotions is our brand’s purpose. Over the last two years, our commitment to bringing Postcards to life has been through a tedious journey of constant trials, testing, and pushing the limits of technology. But the true beauty of Postcards doesn’t lie in the complex technology that powers this service. It lies in the seamlessness with which the user can attach their emotions to a ring, making it even more priceless.”
Avnish Anand, Co-Founder & CEO, CaratLane, added, “Most of our designs are chosen for gifting, and over the years, we’ve seen that a vast majority of those users take the effort of writing a special gift message. While a gift message or card is personal, it’s also very transient- most people we spoke to ended up misplacing or losing the card in a few months. On the other hand, when it comes to conveying true emotions, a video is far more impactful. We wanted to address this inherent need for making the gifting experience deeply personalised through a service that would let users save these memories eternally. And that paved the way for Postcards.”





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