Mumbai: Melorra, India’s fastest growing lightweight D2C fine jewellery brand designing affordable and trendy jewellery for everyday wear has recently announced the launch of its first experience centre in Mumbai. The store was launched by the brand’s ambassador, actor and influencer, Shraddha Kapoor at Phoenix Mall, Lower Parel. The launch takes Melorra’s experience centre count to 8 and the brand will be opening 350 more in the years ahead.
The experience centres are fresh and dynamic. Customers get a seamless choosing and buying experience including the touch, feel and trial of Melorra jewellery. Shraddha has been associated with Melorra since October 2020 and is an integral part of the brand’s fun, quirky, and new-age campaigns. The launch was also attended by Siddharth Talwar, Lightbox Ventures.
Melorra is the only lightweight and trendy gold jewellery brand offering Hallmarked pieces to all 718 Indian districts ahead of the government’s mandate of 256. It is also spearheading a campaign to educate consumers about the importance of buying BIS Hallmarked gold jewellery in India in line with the government’s recent announcement.
Speaking about this, Saroja Yeramilli, Founder and CEO, Melorra, said, “It is a moment of great joy for us as we expand our experience centre presence pan India. It was natural for us to have our centre in Mumbai given how women in the city are dynamic and fashionable – and the stores are also new age. We wanted to give them access to both the physical and online experience. We are on our way to becoming the largest lightweight and fine gold jewellery company in India.”
Adding her comments, Shraddha Kapoor, Actress and Influencer, said, “Melorra is my go-to brand since it resonates with my sense of anytime, anywhere fashion. The brand has proved that gold does not have to be boring but can be as trendy and fashionable as we want. I have admired the brand’s vision right from the time I got associated with them and now, with the extension of their online presence to these experience centres, she has taken it a notch higher. I wish Melorra the best for the times to come.”
Siddharth Talwar, Co-Founder and Partner at LightBox Ventures, added, “The journey of a brand speaks volumes about the founder’s vision and the breakthrough they are bringing in an age-old concept. In this light, Melorra has been a disruptor. It has made gold an everyday accessory and fashionable at the same time, something that Indians could probably never think of! Now, with these physical experience centres, they have come full circle. I wish the brand the best in their journey ahead towards further growth.”
All the experience stores are designed for any of the many journeys a customer may choose to adopt: shop online pick up in store; shop in store ship to home and everything in between. Melorra is also ramping up its team strength and adding people in technology, digital marketing, product management, and UX/UI. Given their rapid offline expansion as well, the brand is increasing its retail team strength, apart from adding designers and CAD and rendering experts.
Since inception in 2016, Melorra has delivered to over 2700 pin codes in the country and made its mark everywhere. Going forward, the brand will be launching its international website as well. The brand has been growing at 200% year-on-year and currently stands at a revenue of INR 350 crore. It recently raised $24 million in funding from 9Unicorns, Symphony Asia, Value Quest, and other family offices. Melorra is aiming for $1 billion in revenue five years from now.
