Angara, a leader in the direct-to-consumer fine jewelry sector, has clinched a Gold Stevie Award for its “Celebrate with Color” campaign in the highly competitive Marketing Campaign of the Year – Retail category at the 22nd Annual American Business Awards. This recognition places Angara at the forefront of marketing innovation within the retail industry.
The American Business Awards, renowned for celebrating excellence across various sectors, saw fierce competition this year with more than 3,700 nominations from a diverse array of industries and company sizes. Angara’s campaign stood out among the entries, praised for its creative challenge to traditional marketing norms in the jewelry market which have predominantly favored diamonds.
“Celebrate with Color” has been a pivotal campaign for Angara, emphasizing the beauty and unique appeal of colored gemstones. This approach not only diverged from the conventional diamond-centric narratives but also highlighted the personal significance and individuality of colored gemstones. The campaign’s impact was noted by the judges as a “direct, well-placed challenge to the status quo,” which effectively showcased the luxury and distinctiveness of these alternatives to diamonds.
In 2022, Angara launched this vibrant campaign across multiple channels, including social media, Google Ads, and partnerships with influencers. The effort was bolstered by engaging press releases and creative billboard advertisements, all celebrating the theme, “If it takes a billion years, it’d better be in color.”
Ankur Daga, CEO of Angara, expressed his enthusiasm for the accolade: “Winning this Gold Stevie Award is a moment of immense pride for Angara. This recognition underscores our commitment to challenging convention and bringing a fresh perspective to the market,” said Daga. He added, “This campaign has been a labor of love for us, aimed at celebrating the unique beauty and individuality of colored gemstones.”
Daga himself was honored with another Gold Stevie Award as the Best Entrepreneur in Retail. Additionally, Angara’s commitment to excellence was further acknowledged with two Silver Stevie Awards for Fastest Growing Company of the Year (under 2,500 employees) and Achievement in Customer Satisfaction.
The Stevie Awards president Maggie Miller reflected on the broader economic context: “While growth in much of the world economy has recovered slowly from the COVID-19 pandemic, the American economy continues to show remarkable resilience and growth,” she said. “Our 2024 Stevie winners have contributed to that successful recovery through their innovation, persistence, and hard work.”
Since its inception in 2005 by Ankur and Aditi Daga, Angara has carved a niche for itself as a premier source of fine gemstone jewelry, crafting each piece to order and ensuring a personal touch in every creation. This latest accolade not only celebrates Angara’s innovative approach to marketing but also solidifies its position as a leader in the jewelry retail market, dedicated to showcasing the inherent beauty and personality of gemstones in every piece.