ORRA Fine Jewellery has joined forces with Salesforce to accelerate its digital transformation through ORRA Connected, an enterprise-wide initiative designed to create more seamless and personalised customer experiences across its retail and digital ecosystem.

The initiative brings together Salesforce technologies including Agentforce, Sales Cloud, Service Cloud, Marketing Cloud and Tableau, allowing ORRA to integrate customer interactions across its stores, website, marketing activities and after-sales services.

A key component of the transformation is the consolidation of data from more than 3 million customers across ORRA's network of 90-plus stores and digital channels. Creating a unified customer view enables the jewellery retailer to better understand individual preferences and use these insights to deliver more relevant experiences.

AI and automation are being deployed throughout the customer journey, from personalised jewellery recommendations and targeted communications to lead management, sales support and post-purchase engagement. The technology is also expected to provide deeper insights for performance marketing while helping strengthen customer loyalty and repeat purchases.

ORRA is also shifting from a conventional marketing funnel towards a full-funnel flywheel model, bringing sales, marketing and service teams closer together. The approach is designed to create a continuous customer engagement cycle rather than treating each interaction as an isolated touchpoint.

The transformation provides a platform for future initiatives involving AI-led personalisation, predictive analytics and enhanced loyalty programmes.

Dipu Mehta, MD & Founder, ORRA Fine Jewellery, said the initiative combines the brand's craftsmanship with data-led intelligence to make every customer interaction more relevant, while Salesforce India highlighted the potential of AI and unified data to redefine premium retail experiences.