The brilliance of diamonds is now being matched by the precision of artificial intelligence. Salesforce has partnered with ORRA Fine Jewellery, a heritage Indian jeweller with roots tracing back to 1888, to launch ORRA Connected—a groundbreaking digital transformation initiative designed to reinvent how fine jewellery is experienced in the modern era.
At its core, ORRA Connected integrates Salesforce’s Agentforce, Sales Cloud, Service Cloud, Marketing Cloud, and Tableau, weaving intelligence into every stage of the customer journey. With more than 90 stores linked to digital platforms and data unified from over 30 lakh unique customers, the initiative delivers a 360-degree customer view. This translates into AI-powered recommendations, real-time coaching for sales teams, predictive analytics, and enhanced loyalty solutions—bringing personalization to the heart of luxury retail.
For ORRA, this step is more than adopting new technology—it is about reinventing the jewellery-buying journey itself. The company has moved from traditional marketing funnels to a full-funnel flywheel strategy, aligning sales, marketing, and service into one continuous loop of engagement. Whether a customer walks into a boutique or shops online, the aim is a curated, seamless, and premium experience that reflects both ORRA’s artistry and legacy.
Dipu Mehta, Managing Director & Founder, ORRA Fine Jewellery, emphasized the brand’s vision:
“At ORRA, innovation lies at the heart of how we reimagine the jewellery-buying journey. From the moment a customer walks into our store to their online interactions, ORRA Connected ensures every touchpoint reflects both the artistry of our craft and the precision of data-driven insights. With Salesforce, we are able to personalize recommendations, coach our sales teams through AI, and optimize performance marketing to deepen engagement and drive conversions. This collaboration is not just about operational efficiency, but about creating a truly connected premium experience that strengthens our legacy as diamond experts.”
For Salesforce, the partnership signals the rising demand for seamless, data-driven luxury experiences in India’s high-end retail sector.
Aditi Sharma, Regional Vice President – Retail and Consumer Goods Industry, Salesforce India, highlighted:
“Today’s consumers demand seamless, personalised experiences at every touchpoint, and digital transformation is key to meeting these expectations. ‘ORRA Connected’ empowers the company to unify data, embed intelligence into every interaction, and deliver a premium experience that is both personalised and timeless. By combining Agentforce with ORRA’s legacy of fine jewellery craftsmanship, we are setting a new standard for customer engagement in India’s premium retail sector.”
As India’s luxury retail industry accelerates its digital transformation, the ORRA–Salesforce collaboration sends a clear message: centuries-old craftsmanship and cutting-edge AI can co-exist—preserving tradition while elevating it for a new generation of customers.
