ORRA, a leading jewellery retail brand plans to launch a collection of pendants with the spiritual bent, taking its jewellery to the visually-impaired consumer target group. The pendants will incorporate mantras inscribed in Braille, reports say. To achieve this, the brand has closely incorporated suggestions from the National Association for the Blind, working with the group for a year. Mantras when chanted evoke positive vibrations, something which led the label to launch the collection for the visually impaired. Each pendant carries ‘spiritual essence’ in design and a religious significance, as per the company, reports say. As part of the collection’s manufacturing, the company has used silver for the first time, as it intends to make the pendants more affordable.

A book in Braille accompanies each pendant, explaining the meaning behind the mantra. The pendants are being retailed across ORRA’s stores in India. IT is the first such brand to make a new meaning out of jewellery luxury.