Bombay Carats

The City of Dreams & Carats.

Brand Identity

In today’s age of instant gratification, the best kind of investment is an investment in yourself. This core thought led Aashna Sangani to founding Bombay Carats. She had saved up quite a lot of money but had an idea how to invest it. There are multiple investible options, all of which are long-term. Jewellery for most women is a present gifted to them by their parents or partners. By creating Bombay Carats, she wanted to promote financial independence for women.Bombay Carats is a demi-fine jewellery brand creating modern, everyday jewellery for women. This jewellery sits in the middle of fine and artificial jewellery with real gold but cubic zirconia diamonds which are artificial. This category of jewellery becomes a great option for women looking to buy a piece that has value without spending exorbitantly.

We wanted to create an identity that stood out, in a market dominated by fine and artificial jewelry, while creating awareness about demi-jewelry too.

Whenever someone thinks of being financially independent they think of coming to Bombay. Now they’ll think of Bombay Carats.

the gap

Most consumers know the difference and distinction between fine and artificial jewelry, but very few understand exactly what demi-jewelry is. We needed to make the customer aware that this brand is not a regular jewelry brand, and educate them on what the brand had to offer.

our approach

Bombay Carats is inspired by the fast pace and old-world beauty of Mumbai. We tried to bring that out in its identity by drawing a parallel between everyday jewellery and our city. In spite of the ever-changing nature of the city and its fast pace, it is impossible to miss the beauty it holds. Taking inspiration from old Bombay and the art deco structures it has and still is adorned by, we created a design language which was decorative and sophisticated. Something that felt rapid without losing its charm. The colour palette created is vibrant but vintage giving an ode to the spirit and pace of Bombay.

Bombay, the city of dreams is the epitome of leading an independent life. And we wanted to extend that feeling of Bombay into the identity of Bombay Carats.