This festive season, Melorra, India’s fastest growing lightweight fine jewellery brand designing affordable jewellery for everyday wear, is introducing the millennial woman to the “The Art of 24×7 fashion”. Featuring in the brand’s first-ever TVC is Actor Shraddha Kapoor, who has regaled the audiences with her acting skills and fashion sense alike! The brand recently flagged off its festive season campaign with the launch of the TVC.
Melorra is bringing to its customers innovative lightweight gold jewellery that can be molded to suit a particular time of the day. The brand is also launching a mini jewellery organizer that will help women stay fashionable round the clock, carrying their jewellery wherever they go! The underlying message here is that with Melorra, wherever you go, whatever you do, don’t stop dazzling!
The TV film opens with Shraddha in front of a wardrobe mirror locking a gold neckpiece. She recalls the various engagements she has during the day while slipping a stunning gold ring onto her index finger. A pair of dangling earrings, a Solitaire and a gold waist chain complete her look at different points during the day, keeping her fashionable throughout.
Speaking about this, Saroja Yeramilli, CEO & Founder, Melorra, said, “There are a couple of things we keep in our handbag as a habit whenever we go out – be it a lipstick or some other accessory. We want to make Melorra jewellery a habit too! Whenever you step out, there is always a Melorra piece in your bag to stay fashionable 24×7. This is what our festive campaign is about this year. We want to drive home the message that there is a Melorra piece for every woman, no matter the time, occasion, setting, or outfit. This is also the first time that we have launched our TV film starring the beautiful and talented Shraddha Kapoor. She is a style icon in her own way, who is comfortable in her skin just like the Melorra woman.”
Adding further, Actor Shraddha Kapoor, said, “I am really happy to be associated with a young, vibrant, fashion-forward, and innovative brand like Melorra. Not only have they managed to make gold more fashionable for women today but also brought in the perfect blend of technology, trend, and convenience. I am always on the go thanks to my schedule and shoots, etc. With Melorra, I get trendy and lightweight gold jewellery which I can wear every day, with any outfit and for any occasion – that is how convenient and innovative it is. For me, a Melorra piece of jewellery will now always be a part of my must-haves!”
From tying up with influencers to exciting new contests that can help them grab goodies, there is a lot that Melorra has in store as part of its campaign. Melorra has created affordable lightweight jewellery that gives the impression of being highly expensive to the onlookers. Then there are also jewellery pieces that can be worn in multiple ways and the design modularity will allow consumers to create different looks for various occasions.
Melorra always strives to do something different every festive season Last year, the brand’s campaigns focused on “untradition”, and how the modern woman celebrates differently. This year the campaign thought and idea stems from the core philosophy of making every day look fashionable with fine jewellery, and not only during the festive season.
Melorra has been a disruptor in the fine, trendy, and lightweight gold jewellery segment ever since it started operations in 2016. The brand’s TG is the millennial woman and it is redefining the way fine jewellery is being perceived and worn. Melorra’s focus is on innovation and creating jewellery that addresses to the consumer’s needs and aspirations. This and other USPs such as affordable pricing, trendy designs and consumer-friendly policies have made it a brand to reckon with even in Tier 2 and 3 cities. So far, Melorra has delivered to over 1750 towns in the country and made its mark everywhere – from cities with a population of less than 10,000 to those above 1 million.
Melorra recently raised US $12.50 mn in an oversubscribed funding round led by Symphony Asia (one of Asia’s first private equity firms), Lightbox Ventures, Alteria Capital and other leading family offices. The brand has been recording accelerated growth in order value and numbers ever since the lockdown was lifted. They have also witnessed a 4X increase in both organic and direct traffic compared to last Diwali and the ASP (average selling price) has grown by 40% compared to pre-COVID levels.