What De Beers did for diamonds, the couple behind jewelry brand Angara want to do for colored gemstones.
Through its new advertising slogan encouraging consumers to “Celebrate With Color,” Los Angeles–based Angara is hosting events, creating social media content, and generating marketing campaigns—with the goal of becoming a household name for colored gemstones, says Ankur Daga, co-founder and CEO of the international online jeweler.
Daga and his wife and co-founder, Aditi, say they believe colored gemstones are at a tipping point with consumers, and they hope the Celebrate with Color campaign takes off because it is timely and connects to the kind of jewelry people want to wear now and in the future.
“We want to make sure that when thinking of color, consumers think of Angara,” says Ankur Daga, who has nearly two decades of experience in jewelry. “We see colored gemstones as an area in jewelry with untapped potential.… There’s a larger story there where we can build the equivalent of the ‘A Diamond Is Forever’ campaign but with color.”
With the company motto “The world needs more color in every way,” Angara recently hosted an event in New York City to honor Holi and introduce journalists and social media influencers to its jewelry and the Celebrate With Color campaign.
Holi, which commemorates the end of winter and the arrival of warmer weather, is considered the festival of colors and is one of the most popular festivals in Hinduism, Ankur Daga says. It is a time to forgive, forget, and repair broken relationships, he adds.
The Feb. 28 event debuting the campaign included Angara jewelry, Holi decor, aura photography so participants could have their aura and its colors read by a professional, and information on how Angara wants to help consumers determine their “power color.” For example, an aquamarine means serenity and harmony, while a peridot signifies joy and prosperity.
This Holi event is an example of how Angara is representing its founders’ heritage as well as how consumers can engage in “colorful self-expression,” Ankur Daga says, noting that colored gemstones are the world’s most ancient sources of color.
The campaign also shows how colored gemstones are unique, just like people, Ankur Daga says. While a diamond is valued for being colorless and flawless, colored gemstones are intricate, interesting, and expressive. Plus, he says, a stone like garnet, citrine, or amethyst has natural flaws that make them special, just as people do.
“At Angara, color influences every decision we make because it really does bring out the best in all of us,” Daga says. “We want to be known for color in jewelry and own that segment worldwide.”
Celebrate With Color will continue through 2023 with additional events as well as the release of a limited-edition capsule collection, highlighting colored gemstones and how they can play a major role in a consumer’s jewelry wardrobe, Daga says.
Ankur and Aditi Daga founded Angara in 2005. Today the brand has offices in India, Thailand, Australia, Ireland, and Canada, Ankur says. He grew up in the diamond industry in India and received a business degree from the Wharton School at the University of Pennsylvania and his MBA from Harvard University.
Top: Aditi and Ankur Daga recently hosted a launch event in New York for their jewelry brand Angara’s Celebrate With Color campaign that coincided with the Holi festival. (Photos courtesy of Angara)
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