ORRA launches digital magazine ‘A Sparkling Spectacle’ for its Diamond Festival

The brand’s detailed social media campaign for the festival is aimed to foster a meaningful connection with customers and to understand their needs better

To celebrate its Diamond Festival, showcasing the brand’s exquisite collection of diamonds, ORRA Fine Jewellery has launched a digital magazine named ‘A Sparkling Spectacle’, which will also be a digital catalogue for customers. The launch of this magazine is an integral part of the brand’s extensive social media campaign, meant to help spread awareness about the brand and create a sense of excitement and exclusivity around it.

CONNECT WITH CUSTOMERS

According to Dipu Mehta, Managing Director, ORRA Fine Jewellery, ORRA’s customers are discerning individuals who enjoy and appreciate the beauty of fine jewellery. “For as long as the Diamond Festival is on, ORRA will release one short video magazine per week on all social media channels. It will help customers connect with the brand and create a lasting impression on them, which in turn, helps ORRA understand customers better,” says Mehta.

What enhances the brand’s ability to connect better with customers is the varied price range of its jewellery, allowing customers to find pieces of their choice to complement their personal style and preferences. Says Mehta, “In the past, we have incorporated various interactive elements to boost awareness about our collections. For example, our ‘Diamond Bridal Jewellery’ campaign proved to be a game-changer, inviting brides across the country to enjoy designs based on floral motifs and contemporary patterns inspired by different elements of the universe. Additionally, we hosted live jewellery styling sessions on social media, showcasing how our pieces could be paired with different outfits and for various occasions.”

THE SOCIAL OUTREACH

By weaving campaigns, testimonials and other activities into their strategy, ORRA has been able to increase their outreach and forge authentic connections with customers, both existing and potential ones. Interactive elements call for active participation on the part of customers and makes the Diamond Festival all the more interesting, says Mehta. “Our digital and social media strategy for the Diamond Festival is meticulously planned to maximize engagement and reach. We employ a multi-channel approach across platforms like Facebook, Instagram, Twitter, and YouTube. Captivating visuals, behind-the-scenes sneak peeks, and testimonials are integrated into our content strategy,” he explains.

The brand’s latest collection titled Tarangi is also part of the Diamond Festival digital magazine and features an array of jewellery pieces including earrings and bangles. The collection’s name, derived from ‘waves’, is inspired by nature and its vibrant hues, which are reflected in the combination of gemstones with dazzling diamonds on the jewellery pieces, Mehta says.

THE FUTURE PLANS

Talking of ORRA’s future plans, Mehta says, “ORRA’s commitment to innovation and customer satisfaction continues to drive our plans for the upcoming months. We have exciting collaborations and partnerships in the pipeline, aiming to expand our reach and diversify our offerings. We have recently opened a new store in Malleshwaram, Bengaluru and will soon be launching another store in Karnataka. We are continuously exploring opportunities to connect with our customers in new and meaningful ways. ORRA is dedicated to providing convenient access to customers, with a growing presence across 38 cities and 88 stores.”

Written by Aparna Bhowmick

Retail Jeweller India Exclusive