Rosy blue has been in the Indian market since 1997, so why was there a change in strategy and a new brand name was adopted?
Intergold was the brand name of the company since 1997, but the company wanted to project itself as a serious diamond player and therefore because of the word gold in the brand name was dropped and we launched ORRA.

How is ORRA as a brand different from all the other brands that are now being launched almost every other day?
There are almost 37 brands of diamond jewellery in the market today. But most of them are a "Store-in Store". Which means that they take shelf space in bigger malls and shops. But ORRA as a brand wants to offer to its customers a complete "diamond experience" and that is why we have our own exclusive boutiques. We have at present 22 exclusive boutiques in the country and in the next three years we would have 50 exclusive ORRA stores all over India.

What is the USP of ORRA jewellery?
We are one of the few companies that offer Belgium diamonds to the Indian market. And though our range starts at a modest Rs 3,000 we have diamonds and jewellery where the price is on demand. And whatever piece of jewellery that is bought comes with the backing of the group name as a guarantee. In the two years that we have been in the retail business as ORRA we have already been ranked as one of the top 5 jewellery brands of the country.

The diamond trade is a closed one with only family members being at the core. Yet you as an "outsider" has been placed at the helm of affairs in the company. So how would you describe your experience with the company?
Rosy Blue as a group has grown on very strong partnerships be it in Antwerp or in Japan, and yes unlike almost all of the other diamond houses in the country there is no family member in the group.