ORRA’s Desire range targets youth; introduces interchangeable colour bands to suit different moods

Can you customise your jewellery just like that? Not necessarily, because you’d need to wait for the jeweller to have an entire team customise it. But ORRA Fine Jewellery has come up with an interesting middle ground with diamond rings that are interchangeable.

Over the years, the larger diamond industry has taken note of the might of colours. Precious colour gemstones have taken over the style quotient in such a strong wave that jewellers today enhance the beauty of diamonds with colour gemstones. Presenting that lure of colour, sans the gemstones, is ORRA’s latest range of diamond rings with bands of three different colours. These bands slide within and out of the framework of the diamond ring effortlessly, thus creating a new look with each band.

“This is ORRA’s maiden venture into the millennial-friendly jewellery segment. With an affordable range, the Desired collection by ORRA boasts of these diamond rings that go with various looks, for various occasions. That suits the demands of the youth who want their jewellery to compliment various aspects and moods of their life,” said a spokesperson from ORRA’s marketing division.

The collection targets fashionistas who like newness in their jewellery. Hence the brand has used influencer marketing and promoted the entire collection digitally to appeal to the millennials. Bollywood diva Mouni Roy recently appears in a YouTube short sporting these Orra rings. The brand has also partnered with Himanshi Khurana and Helly Shah for a power-packed promotion.

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