DIVAA by ORRA has launched its first showroom at the Palladium Mall in Lower Parel, Mumbai, which will cater to the demand for lab-grown diamonds.

Speaking on the occasion, Dipu Mehta, MD & CEO, ORRA Fine Jewellery, said, “These are exciting times. We have been seeing a surge in demand in the US for lab-grown diamond jewellery, especially among younger consumers. 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 bigger ticket size diamond jewellery segment, particularly bridal jewellery, while DIVAA will be our special offering for the young, fashion seeking audience.”

With plans to launch additional stores and a DIVVA website in the new-year, the brand has already turned a few heads with a new concept store and a striking brand identity, an official statement highlighted.

The brand also encourages the customers to accept e-invoices and e-certificates in their attempt to be kinder to the environment.