NEW DELHI: Diamond jewellery brand Orra has added a new category to its brand portfolio, targeted at millennials, by introducing its Desired collection. The launch aims to further expand their contemporary jewellery line for the growing base of young women consumers. The new jewellery line is promoted by actor Disha Patani, Orra’s first brand ambassador.

“Orra has witnessed a committed consumer base during the lockdown and forecasts a positive topline growth in 2021 with a focus on the rising young consumer segment. The Desired collection is designed to appeal to the fashion-conscious, modern women who think of jewellery as a fashion statement with an extension of their personality. The edgy and versatile jewellery collection is crafted in rose gold and diamonds with over 100 styles available. The collection is set in 14 karat gold with the introduction of earrings and rings, being the first for Orra in this product category,” the brand said in a statement. 

Orra MD Dipu Mehta shared, “We are speaking to a growing base of millennial consumers, who bring their personality to everything they do including 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.”

Disha Patani added, “I am excited to be a part of Orra Fine Jewellery. It is so exciting to represent a brand whose persona is so close to your own. The Desired collection is a perfect representation of my personal style with designs that are unique and trendy. I feel Orra understands the sensibilities of today’s young woman and our need to be comfortable in our own skin. That makes our association so much more meaningful and I am extremely delighted about our partnership.”

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, Orra has 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 that is discerning and progressive in their outlook and purchase decisions.