Rosy Blue Launches Indian Retail Initiative

Making a major step down stream, DTC Sightholder Rosy Blue is launching its Orra brand in India. The new venture is aimed at the higher end of the market.

 

The Orra concept is a chain store that will replace some of Rosy Blue’s InterGold stores, with a new store design, and carry what CEO Vijay Jain calls “premium diamond jewelry” collections.

One big departure from other jewelry branding initiatives seen in India in the recent past is its focus on stones polished in Belgium, rather then merely local manufacturing.

By the end of this month the company plans to have 20 Orra stores across India, offering items priced at Rs.5000 ($110) to handcrafted jewelry at Rs.5 – 7 lakhs ($11,000 - $15,250), set with IF - VVS quality stones in the G - H color range accompanied with HRD and IGI certificates for the solitaires.

There are several unique departures in this venture apart from the emphasis on the Belgium make. Usually branded jewelry makers in India market through channels they don’t own. In this case Rosy Blue works the whole length of the chain.

Recently the Indian market made a big turn from gold jewelry to diamond jewelry, bringing leading Indian diamond companies to turn at least some of their attention from the international markets (mainly the U.S.) to its own backyard.