Company: Angara Inc.
Company Description: ABOUT ANGARA Founded by Ankur and Aditi Daga, Angara is a family-started and family-run fine jewelry brand, committed to helping the world celebrate with color. Our handcrafted jewelry is dressed in high-quality gemstones, diamonds and pearls, and every piece is made-to-order.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Retail
 Nomination Title: Celebrate with Color Campaign - Angara
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
The Celebrate with Color Campaign was launched in mid-2022 and continues to run as an always-on brand campaign.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Angara's "Celebrate with Color" campaign emerged from a desire to challenge the jewelry industry’s diamond dominance, advocating for the unique beauty and individuality of colored gemstones. This challenges centuries of diamond-centric narratives surrounding love, luxury, and commitment.
Factors contributing to its inception:
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It’s time to move beyond the carefully crafted myth of diamond scarcity. Many colored gemstones boast a far greater degree of rarity and, consequently, offer a deeper inherent value.
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Angara celebrates the individuality and diversity of colored gemstones, defying the limitations of the diamond industry's 4Cs. Much like humans, gemstones wear their imperfections and variations in hue as badges of beauty that speak to the individual spirit.
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Consumers are increasingly seeking out jewelry that mirrors their style and values, favoring the diverse hues of colored gemstones that also act as a form of self-expression.
Challenges it addresses:
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The campaign seeks to educate consumers about the diverse range, unique properties, and historical significance of colored gemstones, empowering them to make informed choices.
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It seeks to dispel the myth that diamonds are the most valuable and desirable gemstones, and highlight the true rarity and beauty of colored stones.
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Brick-and-mortar jewelry stores offer limited colored gemstone options. Angara's online platform provides an extensive and accessible collection of colored gemstone jewelry, offering consumers a broader selection.
"Celebrate with Color" is more than marketing; it's a cultural shift. By promoting the unique properties and symbolism of colored stones, Angara celebrates individuality, diversity and a redefined concept of luxury, where color reigns supreme.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 245 words used.
Leveraging the founders' family legacy in gemstones (400+ years), Angara’s "Celebrate with Color" campaign aims to redefine colored gemstones as everyday luxury, taking them beyond special occasions.
In 2022, multi-channel strategies were employed, including social media, Google ads, and influencer marketing, resulting in a significant increase in brand awareness and customer interest. Angara dominated search terms in Google ad campaigns like "blue engagement rings", "ruby engagement rings", etc. since 2022, boasting a huge increase in paid search traffic to its website. PR efforts with agencies like 5WPR and LaunchSquad, along with our own in-house PR team, generated over 800+ media placements in leading publications. The introduction of affordable, colored lab-grown gemstones (with prices starting at $350) further expanded reach and accessibility.
Ambitious goals were set, including crossing the $1 billion revenue mark within five years and envisioning colored gemstone engagement rings becoming as ubiquitous as their diamond counterparts by 2033.
Compelling press releases, social media content, and billboard creatives were developed, all highlighting the beauty of colored gemstones. The campaign slogans challenged traditional notions ("Diamonds are forever, but color is for life"), and creative materials showcased the unique allure of colored stones.
A strategic schedule was implemented, beginning with a Holi event honoring the founders' Indian heritage. Bold billboard placements on New York’s Madison Avenue during key holidays (like Christmas and Valentine's Day) amplified the campaign message, reaching millions of viewers. Facebook and email campaigns built around the "Celebrate with Color" theme generated exceptional results.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 246 words used.
Angara dominated online search terms for colored gemstones, demonstrating significant brand awareness and customer interest. Organic traffic to the website increased by 212% on an average for colored gemstone search terms (SER, Non-SER, Pearls) within 2 years, with over 800 + media placements in leading publications.
Email marketing campaigns drove impressive results in 2022, with orders increasing by 299% and revenue by 255%, compared to 2020. Influencer marketing campaigns on Instagram/FB further boosted engagement and brand awareness, generating over 37 million impressions.
The campaign successfully drove sales, with a significant increase in orders for colored gemstone jewelry. Orders for SER (Sapphire, Emerald, Ruby) gemstones surged by 247%, and revenue increased by 236%. Non-SER (other gemstones) witnessed a 258% increase in orders and a 237% increase in revenue. Notably, pearl jewelry exhibited exceptional growth with a 299% increase in orders and a 246% increase in revenue. Angara's consistent upward trajectory showcases its extraordinary performance and sets it apart in the industry.
The average order value (AOV) for SER products (sapphire, emerald, and ruby) increased by 4.15% from 2021 to 2022, indicating a growing willingness among customers to spend more on unique and colorful gemstones.
Celebrity Endorsements:
Renowned celebrities like Carrie Underwood, Milauna Jackson, Natalie Morales, Natasha Rothwell, and Lauren Daigle sporting Angara's colored gemstone jewelry during prestigious events like the BMI Country Awards, Toronto Film Festival, and Emmy Awards in the year 2022, further boosted brand recognition and elevated the campaign's reach to millions of viewers.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 18 words used.
https://www.angara.com/b/angara-in-the-press
https://www.angara.com/c/editors+choice-jewelry
https://www.angara.com/c/lab+grown-jewelry?sortBy=price&
*Rest in the PDF attached*
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