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Third Wave Coffee has partnered with omni-channel jewellery brand CaratLane for a 45-day brand collaboration that brings together the coffee chain’s beverage platform with CaratLane’s distinctive purple-led identity across participating outlets in India.
As part of the partnership, the two brands are creating a shared in-store and digital experience, with Third Wave Coffee outlets featuring co-branded entrance displays, point-of-sale signage and digital menu takeovers. Customers will also receive a co-branded postcard with every order, while delivery and takeaway orders will come in co-branded cups accompanied by collectible cards.
The collaboration also introduces a limited-edition Ube beverage range, with three offerings, Ube Diamond Velvet, Ube Matcha Shine and Jasmine Ube Bling. Ube serves as the central flavour across the range, with the beverages featuring handcrafted diamond-inspired latte art.
The partnership brings together two brands from different categories through a campaign built around their shared visual language, with CaratLane’s signature purple aesthetic extending into Third Wave Coffee’s retail and customer experience.
Shaifali Gautam, Chief Marketing Officer at CaratLane, said, "Purple is at the heart of CaratLane's identity, representing creativity, elegance, and celebration. As we mark our 18th anniversary, the synergy with Third Wave Coffee's Ube innovation was instant; the drink naturally reflects our brand colour. Complete with custom diamond coffee art, we wanted to create an experience that feels as thoughtful as choosing fine jewellery, giving our guests a fresh, indulgent way to celebrate this milestone with us."
Rajat Luthra, CEO, Third Wave Coffee, said, “At Third Wave Coffee, we are constantly looking at how global beverage trends can be translated into experiences that feel fresh, relevant and exciting for Indian consumers. Ube has emerged as one of the most distinctive flavour trends globally, and this collaboration gives us an opportunity to take that trend a step further by combining our beverage craft with CaratLane’s strong visual identity. The result is a limited-edition range that is as much about discovery and experience as it is about the beverage itself.”
The collaboration also connects Third Wave Coffee’s café network with CaratLane’s retail footprint, creating cross-brand engagement opportunities for customers. Visitors to participating CaratLane stores during the campaign can access co-promotional offers, including discounts on beverages at nearby Third Wave Coffee outlets.
The partnership extends to the brands’ marketing efforts, with joint visual content bringing together the Ube beverage range and CaratLane’s jewellery collections. The campaign will be promoted across social media platforms, brand websites, mobile applications and joint email communications.
As part of the 45-day collaboration, the limited-edition Ube beverages are available from October 4 to November 15, 2026, at participating Third Wave Coffee outlets across India. Customers can also order the beverages through Swiggy and Zomato.
