ORRA and Salesforce bring AI personalisation to jewellery retail

The sparkle of diamonds is now being matched by the power of artificial intelligence. Salesforce, has partnered with ORRA Fine Jewellery—one of India’s jewellers with a legacy dating back to 1888—to launch ORRA Connected, a sweeping digital transformation initiative designed to reinvent the jewellery retail experience.

At its core, ORRA Connected brings together Salesforce’s Agentforce, Sales Cloud, Service Cloud, Marketing Cloud, and Tableau, weaving intelligence into every stage of the customer journey. The program connects 90+ stores with digital platforms, unifying data from more than 30 lakh unique customers. The result is a 360-degree view of every shopper, powering AI-driven recommendations, real-time coaching for sales teams, predictive analytics, and loyalty solutions.

For ORRA, the initiative is more than technology adoption—it is a reinvention of how fine jewellery is experienced. By moving from traditional marketing funnels to a full-funnel flywheel strategy, ORRA has become one of ...