Visakhapatnam: ORRA Fine Jewellery has expanded its retail footprint with the opening of a new 1,358 sq ft store at Inorbit Mall, Visakhapatnam, introducing the brand’s first showroom built around a redesigned retail concept.
The store marks more than a geographical expansion for ORRA. It represents a broader rethink of the brand’s physical retail environment, with the new format designed to create a more differentiated and contemporary customer experience as the jeweller continues to scale across India.
Commenting on the launch, Deepika Khare, Vice President and Head of Business Development, Projects, Design and Administration, ORRA Fine Jewellery, said the Visakhapatnam showroom represents a complete change in store design and is the first location to adopt the new concept. The company plans to carry the format forward as it expands into additional markets.
The new showroom brings together ORRA’s jewellery portfolio across diamonds, gold, kundan, polki and coloured gemstones, spanning rings, earrings, necklaces, bridal jewellery and contemporary pieces designed for everyday and occasion wear.
Diamond jewellery remains central to ORRA’s positioning, with the brand known for its association with Belgian-cut diamonds and customised bridal jewellery.
ORRA traces its origins to 1888, when the business began with diamond sourcing, manufacturing and cutting. The company later operated under the Intergold identity, opening its first store on Hughes Road in Mumbai before evolving into the ORRA Fine Jewellery retail brand.
The Visakhapatnam opening signals the next phase of that evolution, with ORRA using store design and customer experience alongside product as part of its wider retail growth strategy.
As organised jewellery retailers increasingly invest in more immersive physical environments, ORRA’s new concept offers a glimpse into how the brand intends to shape its next generation of stores across India.
