The journey of a million gazes began in 1888 before it metamorphosed into ORRA. From sculpting and manufacturing diamonds to crafting and retailing the finest diamond and gold jewellery, ORRA has come a long way since its inception. Today, ORRA is one of India’s finest bridal jewellery retail chains, having spread its glow with 42 Stores across 24 Cities and has consistently been at the forefront of design, leadership and product innovation with 5 global design centres.
Master craftsmen who have inherited the centuries-old legacy of jewellery making, brilliantly cut Belgian diamonds, delicate designs in 22kt BIS Hallmarked gold, elaborate bridal sets in Kundan, Polki and coloured stones, the 73 facet ORRA Crown Star, the one-of-its-kind ORRA boutique. These are just some of the facets that go into making ORRA – The Finest Bridal Jewellery Destination.
ORRA, known for its exquisite diamonds and master craftsmanship in designing elaborate diamond and gold jewellery is all set to make a few very exciting announcements in the country as we step into 2021.
ORRA is introducing a new category in their current portfolio known as the ‘Desired Collection’, a new affordable line targeting self-purchase by women. ORRA is excited to collaborate with Disha Patani for the launch of this collection as she would be the face of ORRA for 2021 as their brand ambassador.
In an exclusive chat, Cecil De’ Santa Maria, CEO, ORRA speaks about the new collection, and ORRA’s Focus in 2021
ORRA the brand and its journey?
ORRA is one of India’s leading diamond jewellery retailers. From the time of our inception in 1997 till date, we have come a long way and established ourselves as one of the most innovative brands in diamond jewellery with exquisite collections. Over time, we have also become renowned for our diamond bridal jewellery collection. We currently have 44 stores in 24 cities including all the major metros across North, South and West of India.
The brand is known for its exquisite craftsmanship, be it gold or diamonds, how do you make sure you are different from other brands?
ORRA has always been at the forefront of innovation in diamond jewellery with our latest addition of ORRA Crown Star, our patented 73 faceted diamond which outshines all other regular 57 faceted diamonds in India. We launched this in 2020 and having tasted success, we launched the ORRA Generations Program, which is a trousseau box comprising of solitaire designs in necklaces, rings, earrings and bangles. We are also the only jewellery brand in India to launch a 0% interest EMI facility on jewellery under the Astra collection, making diamond jewellery more accessible to all consumers.
Can you tell us more about the ‘Desired Collection’ and who would be your TG?
DESIRED collection has been designed to target the millennials who are far bolder and edgier in their style choice. This collection is crafted in 14kt rose gold with rings, earrings, pendants, lariats (layered necklaces) and bracelets in diamond-studded as well as bold gold jewellery. For the first time, ORRA has launched even gold jewellery in 14kt gold.
This collection has been designed to suit the more modern sensibilities of the young woman who is confident and unafraid to carry off her individual style. Hence this collection is crafted to ensure that you can mix and match different jewellery to achieve any look you wish to either for an evening out with your girls or a lounge date night. This collection focuses on layering and stackable jewellery.
Today more and more women are making independent choices when buying jewellery. How are you addressing this segment?
This collection is focused on targeting this very segment and we realized that the more edgy we make this collection, the more fun and trendy we make this, the more we naturally always become their first choice.
Indian women love Gold, has this perception changed and they don’t mind experimenting with other metals, your thoughts?
Yes, our consumers are very open to experimenting with other metals such as platinum. However, given the Indian sentiments towards jewellery and its value perception, they look for metals that offer long term value. Platinum becomes a natural second choice, while within gold itself, they are gravitating towards rose gold, which is why DESIRED is made in rose gold.
What will be your marketing strategy for this year, will you go to traditional media or use digital media?
The focus on this year will be a mix of both digital as well as traditional media. During COVID, we relied heavily on digital media and it is ideal to reach out to the younger audience. But there is a need to still focus on traditional media especially when you want to target the older audience. As a brand, we prefer to look at it as omni-channel rather than traditional vs digital and the consumer behaviour also reflects the same pattern.
Who is your brand ambassador?
ORRA has signed up Disha Patani as our brand ambassador. We believe that Disha is a perfect match for ORRA as she epitomizes everything the brand stands viz style, confidence and elegant. We are revealing her as our brand ambassador with the launch of the DESIRED collection as she has the biggest fan following in the younger audience.
Way forward for ORRA in the coming years?
We are very positive of growth post Covid and we will get back on track in terms of expansion plans that were in full throttle before the pandemic. Our focus will remain on innovation in diamond jewellery and customer service par excellence.