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CasualFloralbyMelorra hopes to win the fine vs fashion jewellery debate with an app for the new age girl

While most urban Indian women spend hours browsing the Internet or apps for shoes, handbags and watches, the same doesn’t hold true for jewellery shopping. Fine jewellery, to be precise. That’s because their everyday wardrobe is too Western to suit the traditional and ornate jewellery available online. Their precious possessions come out of the locker once in a while.Melorra OfficeWear
But Bengaluru-based jewellery brand Melorra is now trying to address this big disconnect — between an urban Indian woman’s clothing and her jewellery. The team wants to make fine jewellery more wearable, and affordable. This app-first platform serves 4,000 pincodes around the country, and plans to make international shipments soon. It will also have its website up and running by April-end.

View from the top

Founder Saroja Yeramilli led the merchandising, design and sales & marketing division of jewellery giant Tanishq during the turnaround years, so she is certain Melorra will work. “For sometime now, jewellery makers in India have been talking about how young women are moving away from fine jewellery. We thought it will continue to happen if we don’t make jewellery that is relevant for them, their age and lifestyle. Everything, from clothes to consumer electronics, has kept pace with time, except Indian jewellery. That’s why the team at Melorra is making jewellery that is current, dynamic, affordable and can be a part of your daily fashion,” says Yeramilli.Melorra-Partywear

Inside the box

Targetted at millennial women, Melorra offers fine jewellery that is inspired from global runway trends. The team includes a fashion consultant and designers based out in India, the US and UK, who scan the style world, and design the jewellery in-house accordingly. You can choose from earrings, long chains, finger-rings, flexible bracelets, bangles, and other modular jewellery. Melorra uses 14 carat gold (yellow, rose and white) that is resistant to daily wear and tear, and lighter in weight. They do not limit their designers to the use of the traditional four precious gemstones – ruby, sapphire, emerald and aquamarine, but also give access to the entire palette of colours in the world of semi-precious gemstones, including cultured and freshwater pearls – besides diamonds (with certification issued by IGI Laboratories). Since the collection is up to date with fashion, it’s good to go with your daily wardrobe, and can be worn to work, and casual outings. These have been categorised under work, casual and party wear, and are priced between Rs 3,000 and Rs 1 lakh. And the interesting bit, the collection is refreshed every week.
Available on iOS and Android. Details: melorra.com
— Barkha Kumari

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