Orra, the diamond jewellery brand, has announced a new classification to its portfolio by presenting the Desired collection, targeted at millennials.
The launch is set apart with the announcement of Disha Patani as the brand ambassador for Orra. With the launch of Desired, Orra has further expanded their contemporary jewellery line for the developing base of young ladies customers, the company said in a press meet.
Dipu Mehta, managing director, Orra, said, “Being a pioneer in design leadership and product innovation, it is only natural for us to additionally extend our contemporary jewellery category. We are speaking to a developing base of millennial consumers, who bring their personality to everything they do include their wardrobe. All these facets and more come through in our new collection Desired. Orra is delighted to work 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.”
“I feel Orra comprehends the sensibilities of the present young woman and our need to be comfortable in our own skin. That makes our association a great deal and more significant and I am extremely delighted about our partnership,” Patani said.
Cecil de Santa Maria, chief operating official, Orra, added, “Increasingly, young women are buying for themselves and are becoming more evolved in their purchases as their appreciation for diamonds remains solid. With jewellery themed around the latest trends, for example, layering of jewellery and bold designs, we at Orra have been able to cater to an ever- increasing the option to take into account a steadily expanding more youthful shopper section. Disha Patani is the ideal ambassador for the up coming age of Orra gems that empowers the new type of confident young woman to take on the journey of confidence and expression and be their best version.”