Orra glitters with gold

Orra, the country’s largest diamond jewelry retail chain has started selling gold jewelry and

plans to open anchor stores in metros to expand its presence. The Rosyblue Group Company is the only jeweler in India to have tie-ups with De Beers, Platinum Guild India and World Gold Council.

According to CEO Vijay Jain, they are looking to broadbase their national presence. Having realized that in some markets in addition to diamonds, consumers also make occasional gold purchases, Orra moved to retailing gold. However, their focus continues to be the premium end of the market. Even in gold the emphasis on design and high-value product offerings will continue.

Orra is in the process of appointing an investment banker for the same and they expect the infusion within this year. The funds will be used to add anchor stores, increase working capital and add new stores to their existing chain. The brand is looking to scale up to 50 Orra stores over the next three to four years.

India has traditionally been a gold dominated market where approximately 85 per cent of sales come from the yellow metal. Orra stands out with its diamond-centric positioning. It has the advantage of leveraging its five global design centers to develop products both inspired by traditional motifs as well the international market. The brand has been innovative in its products working with relatively New Age metals such as platinum. In addition, the emphasis on concept, design and quality is a distinct Orra attribute setting them apart from others.