D2C jewellery brand Melorra has launched a gender-fluid collection with the message ‘Be Fluid, Be You.’
Billed as India’s first such collection, it aims to dissolve the boundaries of gender with respect to jewellery, aligned with the global trend of gender neutrality. The collection has been inspired by gender-fluid fashion, and is meant to resonate with individuals who embrace self-discovery and reject traditional gender labels, according to the company.
Deepshikha Gupta, Sr. VP – Design, Melorra, said, “Out of the weekly launches, the gender fluid collection is certainly one that will create a positive impact on the society. The collection is a celebration of breaking the gender stereotypes by not catering to any specific gender, rather designed to be embraced by all (genders), allowing our consumers to embrace freedom of self-expression and confidence that reflect their unique diverse identities and individuality. Through this collection, we aim to challenge norms and create a space where everyone feels seen, heard, and celebrated.”
The new collection is available in 22kt, 18kt, and 14kt, and with prices starting at Rs. 20k. The lightweight gold and diamond jewellery brand sees majority of demand for jewellery priced between Rs. 20k and Rs. 50k.
