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ORRA introduces ‘DESIRED’- a new category targeting millennials

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The leading and trusted brand of diamond jewellery in India, ORRA has announced the launch of the DESIRED collection– a new category added to its portfolio, which is targeted at millennials. For the growing base of young women consumers, ORRA has further expanded its contemporary jewellery line with the launch of DESIRED. ORRA further announced Disha Patani as its brand ambassador Disha Patani marking the announcement.

During the lockdown, ORRA witnessed a committed consumer base and with a focus on the rising young consumer segment, forecasts a positive topline growth in 2021. Designed to appeal to fashion-conscious, modern women, the DESIRED collection targets those, who think of jewellery as a fashion statement with an extension of their personality. With over 100 styles available, the edgy and versatile jewellery collection is crafted in Rose gold & diamonds. Being the first for ORRA in this product category, the collection is set in 14 karat gold with the introduction of earrings and rings.

Mr. Dipu Mehta, Managing Director, ORRA shares, “Being a pioneer in design leadership and product innovation, it is only natural for us to further expand our contemporary jewellery category. We are speaking to a growing base of millennial consumers, who bring their personality to everything they do include their wardrobe. All these facets and more come through in our new collection DESIRED. The significant launch of DESIRED is steered by the appointment of our brand ambassador Disha Patani. ORRA is delighted to collaborate with Disha Patani as the face of ORRA. She is a natural fit to this collection as she represents the quintessential woman of today – distinctive style, progressive and with the courage of her conviction.”

Expressing her joy about the association with ORRA, Disha shares that she is extremely excited to represent such a collection that is so close to her own style that is unique and trendy.

Focusing on the new consumer category, Cecil de Santa Maria, COO – ORRA adds, “Increasingly, young women are buying for themselves and are becoming more evolved in their purchases as their appreciation for diamonds remains strong. With jewellery themed around the latest trends, such as layering of jewellery and bold designs, we at ORRA have been able to cater to an ever-increasing younger consumer segment. ORRA’s Desired collection is yet another step in the direction of product novelty to capture this growing segment who is discerning and progressive in their outlook and purchase decisions. Disha Patani is the perfect ambassador for the next generation of ORRA jewellery that enables the new breed of self-assured young women to take on the journey of confidence and expression and be their best version.”

To add the right amount of glamour to one’s evening look, the concept of the DESIRED collection focuses on the layering & stacking of jewellery pieces. Available from 26th February 2021 across ORRA’s 44 retail stores in India and online at https://www.orra.co.in, the new designs in necklaces, lariats, pendants, rings and earrings are priced between INR 30,000 & under INR 100,000.

With the launch of the Generations Program, an ode to the significance of timeless heirloom jewellery, ORRA witnessed growth in the bridal category last year. With ORRA’s Crown Star solitaire jewellery collection, “ORRA Crown Star Generations” is an exclusive trousseau box,  jewellery that becomes heirloom pieces. Focusing on the aspiration of diamonds & affordability,  ORRA for the first time introduced its ASTRA collection priced at INR 99,999/-.

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