ORRA on Expansion Spree, To Open 24 Stores Next Year: Dipu Mehta, Managing Director

In a gold-dominated market, ORRA wanted to build a diamond’ centric consumer business at a national’ level, and it succeeded in doing so with its rich Belgian heritage and commitment to exceptional craftsmanship...

- Surabhi Khosla

From sculpting and manufacturing diamonds to crafting and retailing the finest diamond and gold jewellery, ORRA has come a long way since its inception as a family jewellery brand. ORRA has leveraged its rich heritage and has risen to become one of the most-trusted diamond brands in the country.

ORRA has consistently set the benchmark for design leadership and product innovation. In a gold dominated market, the company had very high aspirations and wanted to build a 'diamond' centric consumer business at a 'national level, and it succeeded in doing so with its rich Belgian heritage and commitment to exceptional craftsmanship. A symbol of timeless elegance and style, the brand's collections are mostly designed keeping consumer demands in mind and the traditional patterns that ORRA has been using for the past 130 years.

Today, the brand is spread across 38 cities, in 88 stores. It also prides itself on consistently being at the forefront of design leadership and product innovation with numerous global design centres. Over the years, ORRA has conducted an in-depth study of international markets to map a journey of both diamond consumption as well as brands in this space. It has also invested heavily in people, technology, e-commerce and a robust supply chain to emerge a winner in the post-pandemic retail space.

In a freewheeling chat with Editor IMAGES Business of Fashion, Surabhi Khosla, Dipu Mehta, Managing Director, ORRA Fine Jewellery India, talks about the brand's design philosophy, its product and technology innovations, future plans and much more.

How do you strike a balance between traditional and contemporary elements in your jewellery designs?