Orra, a part of the Rosy Blue group, the world’s largest diamond manufacturing company with its presence across 15 countries, retails from 30 stores spanning across 19 cities in India and has recently launched their third flagship store in New Delhi at the posh South Extension Part-II market. The store, which has three levels with dedicated space for selling diamond, platinum, gold and bridal jewellery, is spread across an area of 3,000 sq ft. The store also comprises a separate space for the high-end shopping. Apart from Delhi, the other two flagship stores are in Mumbai and Hyderabad.
Store layout and designing
The Orra store at South Extension is a three-level extravaganza, offering a gamut of jewellery collections that scale up quality-wise and price-wise as you go to the higher level. The higher you move up the store, the deeper you have to reach to your pockets. The ground floor has the entry level diamond and gold jewellery, while the first floor has platinum jewellery along with bridal collection gold jewellery and limited collection of serious diamond jewellery. The top floor is basically a lounge area where comfortable sitting arrangements have been made for the families who have come with heavy wallets besides displaying breathtaking jewellery in white gold and diamond.
A huge black display in glass, with Orra embossed on it, welcomes you to the store. The window displays a diamond set with bangles, earrings and necklaces. The ground floor and the first floor are identically the same except for the offerings they have to offer, whereas a change can be seen on the second floor. The designing and the lighting of the store stands apart from the rest of the traditional jewellery you see across the country. First of all the lighting has been done in order to make the product stand out and not the whole store. The lighting is soft without any glitz and flash and is mostly over the jewellery. Yellow lighting has been done over the gold ornaments and the diamonds are done with white lights. Once inside the store, you can just feel that everything present there is in black and steel. Entire interior in the store has either black or steel or the combination of both. Even the staffs are donning the same look. Black being the colour of luxury finds ample use in the store. And that truly helps to create a soothing effect on the outcome of the jewellery. Shimul J Kadri, who heads SJK Architects, has built this flagship store for Orra. The flooring has been done by black river-washed granite and the light falling on it creates an impression of a moonlit night. The staircase going towards the upper level has been stylishly held up by the steel wires. An elevator is there for older people to move conveniently. Orra has a marketing tie-up with Lladro. Lladro outlets keep pamphlets of Orra on display and in return Orra keeps Lladro’s high quality porcelain figurines along with the jewellery display, thereby accentuating the store décor. The most interesting visual in the store is the steel trees with extended branches and crystals at the end, which have been set up over every showcasing area. Every tree denotes a different zone. So, under one tree you can find gold jewellery and in the shade of the other you can have diamond jewellery. Moving up to the second floor, we can see a spacious lounge area with silver bean bags and black marble tables with steel stands, especially designed for families who come in numbers to buy heavy jewellery for some big occasion. There is ample space for the person to try out the jewellery and walk across the floor to see how it looks. Not to forget the crystal chandeliers hanging on either side.
Jewellery and more Jewellery
Orra Diamonds are etched out by artisans who have inherited the 700 year old legacy of the Belgian Master Craftsmen, the inventors of diamond sculpting. Orra is amongst a handful of retailers in India that covers the entire chain of sourcing a rough diamond, crafting, polishing and setting it in a design of their own.
While Orra is primarily a diamond jewellery boutique, the new store stocks gold jewellery as well. Customers can choose from a vast array of heavy and light-weight gold jewellery and all the designs are in 22 carat and BIS hallmarked. One can find a range of gold jewellery ranging from a ring to a pendant to a bridal necklace. The range for the gold items starts from as low as Rs 5,000 and goes to whooping Rs 30 lakh. The range for the diamond jewellery starts from Rs 10,000 for a ring and goes till Rs 40 lakh. Platinum jewellery starts at a modest Rs 10,000 for a ring and stops at Rs 5 lakh for the necklace. The store stocks jewellery in precious and semi precious stones like emerald, ruby and pearl as well. The store has something for every person and offers EMI option which is doing really well.
For the safety of the jewellery there are around 20 CCTVs installed throughout the store and the store also has a Karatmeter that checks the purity of the gold. The store has a total of 15 staff, with one point of sale on the ground floor supported by retail solutions from Hewlett Packard.
- The diamond-encrusted trophy of DLF Indian Premier League (IPL) 2008 was designed by Orra.
- Orra has collaborated with the likes of SH Raza, Anjolie Ela Menon, Tarun Tahiliani and had the opportunity to design for royalty and Hollywood and Bollywood celebrities.
- Orra is the only jewellery company in India which has tie-ups with the three leading jewellery organizations - DTC (De Beers), PGI (Platinum Guild India) & WGC (World Gold Council)