Melorra, India’s fastest growing lightweight fine jewellery brand designing affordable jewellery for everyday wear, has forayed into its largest market, Delhi/ NCR with three new physical experience centres. Launched on the same day, Melorra’s brick-and-mortar outlets are located at Vegas Mall, Dwarka; DLF Promenade, Vasant Kunj; and DLF Avenue, Saket. The brand is set to launch over 350 stores pan India in the months ahead.
The brand has received a tremendous response from the millennial women. Among the 2,000 towns, about 10 percent of the orders received are from Delhi and 15 percent from NCR. This is a key market for Melorra given that it’s the capital city and also a prominent hub for jewellery retail.
Speaking about this, Saroja Yeramilli, Founder and CEO, Melorra, said, “We are happy to bring the Melorra experience centres to our customers in Delhi/ NCR. The city is a key market for us, an important reason why our seamless, customer-in-control experience will add value here. We are inspired by global trends and bring these elements into every lightweight, gold jewellery piece we offer. Apart from shopping from a collection of over 10,000 unique, contemporary, lightweight gold and diamond jewellery designs, customers can also tag their friends along and have fun at the Bliss Bar, among other things.”
Melorra’s women-centric jewellery ‘experience centre’ for millennials is fresh and fun, driven by the brand’s three pillars, fashion, technology and variety. All the stores are unique, fresh, and iconic and built with the aim of enhancing a customer’s sense of touch, feel and trial of Melorra jewellery. Functionally, they complement the many journeys a customer may choose to adopt: shop online pick up in-store; shop in-store ship to home and everything in between.
Millennial women in Delhi are known for their fashion sense. Delhi is also famous for some of the most prominent names and outlets in fashion and jewellery. Melorra’s experience centres have been designed taking all these aspects into consideration. The stores also have stylists available as advisors and consultants to help customers build their fashionable fine jewellery wardrobe.
Melorra has been a disruptor in the jewellery industry since it started operations in 2016. The brand is redefining the way fine jewellery is being perceived and worn. So far, Melorra has delivered to over 2,000 towns in the country and made its mark everywhere, from villages with a population of less than 10,000 to cities with a population above 1 million.
Melorra recently raised $12.50 mn in an oversubscribed funding round led by Symphony Asia (one of Asia’s first private equity firms), Lightbox Ventures, Alteria Capital and other leading family offices. The brand has been recording accelerated growth in order value and numbers ever since the lockdown was lifted.