The Fact Maker

DIVAA by ORRA launched in Mumbai with trendy, daily wear jewellery set with lab-grown diamonds

A diamond is forever as the famous ad line says. But now with the help of technology, diamonds are for everyone. Lab grown diamonds or manmade diamonds have been in the news for quite a few years. But the growing acceptance and demand in the international markets have just been an indication of a shift in the Indian jewellery consumer’s behaviour too. DIVAA by ORRA has been launched to address this shift in need and has just opened their first showroom at the Palladium mall in Lower Parel, Mumbai.

Commenting on this new launch, Mr. Dipu Mehta, MD & CEO, ORRA Fine Jewellery says, “These are exciting times. We have been seeing a surge in demand in the US for lab grown diamond jewellery, especially with the younger consumer. And we are seeing this interest in India too now, in just a couple of weeks of the showroom being opened. DIVAA fits perfectly into the architecture of the brand ORRA as ORRA is focused on the higher ticket size diamond jewellery segment with bridal jewellery while DIVAA will be our special offering for the young, fashion seeking audience with lab-grown diamond jewellery.”

With plans to launch additional stores and DIVVA website in the new-year, the brand has already turned a few heads with a new concept store and a striking brand identity. A fresh yet cool green colour sets apart the store in a category that is governed by more mature tones. An open store and walk-through format allows consumers to browse through all the stunning designs, uninhibited. The brand also encourages the customers to accept e-invoices and e-certificates in their attempt to be kinder to the environment. The most exciting innovation by the brand has been its social media wall within the store, by which the customers can try on different pieces of jewellery, click their photos and instantly share it to their social media wall – the customer can even take live polls on which jewellery they should buy with their social media followers.

However, the showstopper at this retail showroom is their trendy, chic designs, across all categories like earrings, rings, pendants, bracelets, daily wear necklaces, bangles and solitaire rings. And the biggest advantage is that consumers can now get almost double the diamond carats for the same price of mined diamond jewellery. Seeing the increasing acceptance of gifting in jewellery, the brand has also on display some interesting designs in zodiac pendants and alphabet pendants.

The grandmaster, of course, for any diamond connoisseur, is always solitaire jewellery and you can actually experience the brilliance, fire and sparkle with DIVAA’s patented 101 faceted diamond set in interesting ring designs. All DIVAA jewellery is set in 14kt and 18kt BIS Hallmarked gold and comes with a third party certification by SGL.

What makes it even more interesting is that all the jewellery is set with cultivated diamonds that begin from VS clarity an G-H colour upwards. With price points beginning from INR.13,000/-, the brand promises to deliver better quality diamonds and more diamond carats at affordable prices.