While proposals are really personal and unique, the engagement ring box that goes with them is standard and unemotional. So we created a special edition personalised box for CaratLane's engagement rings. Made like the quintessential Russian Matryoshka dolls, the packaging was a set of 7 boxes that were designed like the signature shape of the CaratLane logo. While placing the order for an engagement ring, the buyer was asked to share a short description of their love story. This was then re-crafted by our writers and printed on the packaging of the engagement ring packaging so that it could be unboxed bit by bit. No two boxes were alike but each one received a resounding 'yes'.

We created special packaging for the CaratLane engagement ring. The packaging was made of 7 boxes that fit together like Russian Matryoshka Dolls. While making the purchase, they buyer was given the option of selecting this packaging and sending us their love story. The love story was then re-crafted by our writers into 7 simple sentences. Each sentence was printed on one box so that the proposal could be revealed to the received bit by bit. The last and smallest box held the engagement ring. We deliberately avoided placing CaratLane branding on the top of the boxes, but cut them in the signature shape of the CaratLane logo to subtly create brand connect. The special edition has been available was available for selection from January 2017 to April 2017.

97% of engagement ring buyers on CaratLane chose to go for the special edition pack. Over 2700 stories were received and successful proposals created. Engagement ring sales went up by 72%.