ORRA, the diamond jewellery brand, will open a new store Uttarakhand’s Haldwani this month (May), in keeping with its plans to expand its footprint both in metros as well as smaller towns through its franchisee model.

ORRA will be adding nearly 70 stores by 2025. The company aims to launch two new stores every month for the next 36 months, which will be a mix of both owned and managed stores. Presently, ORRA has 60 stores in 27 cities in the country, of which 59 are owned by the company.

The company is looking at doubling the top line in the current fiscal year, with a 35%-plus blended gross margin, since diamonds account for nearly 85% of its top line.

ORRA is also experimenting with Lab-Grown Diamonds (LGDs) and has launched three stores in the last three months for LGDs.