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About Us
About DIRA
DIRA is a fine jewellery brand of Silver, Gold, and Lab-Grown Diamonds, headquartered in Rajkot. We have grown to become the largest D2C jewellery brand in India, earning people's trust as the go-to choice for gifting. DIRA journey shines even brighter! DIRA strives to bridge the gap between the ease of online shopping and the delight of in-store experiences with its omnichannel approach.
Over the last five years, DIRA has partnered with various celebrities like Neha Kakkar, Shruti Haasan, Diana Penty, and& Bhumi Pednekar to promote exclusive collections. Renowned actor Anushka Sharma is our brand ambassador.
What does the name DIRA mean?
The DIRA rhombus captures the magic of life's tiny sparkles: a twinkling eye, a warm smile, a fleeting spark of joy. The logo at the end of our name is also a nod to the inspiration behind choosing the word DIRA. Derived from the word 'hill' in Sanskrit, our logo reflects our name's meaning and is a potent symbol of your unstoppable climb.
It is also inspired by the Sanskrit word "jeeva" (जीव), meaning life, symbolising our aspiration to celebrate the beauty of life through our jewellery creations.
DIRA 's 100th Store
DIRA , born online in 2019, didn't just shake up the fine jewellery market - we redefined it. After establishing ourselves as a digital pioneer, we expanded into physical stores and major e-commerce platforms like Amazon and Myntra. From a single EBO in Bangalore (2022) to over 100 sparkling stores across India, and now, our dazzling journey takes flight internationally with our first store in Sri Lanka! Having reached 100 stores, we're thrilled to expand into the world of gold and lab-grown diamonds.
Reaching a significant milestone, DIRA has opened its 200th store, located at Forum South Mall in the heart of Forum South Bengaluru. The launch was inaugurated by the iconic actor Karisma Kapoor.
Our Star Collections
Inspired by mystical colors and ethereal symbols like the stars and moon, the Sky High Collection showcases in-house designs intended to embody wisdom, grace, wonder, and transformation.
Introducing our Wings of Wonder Collection, where the elegance of avian beauty meets the artistry of enamel, coloured stones, and zircons. Wear and celebrate the vibrant colours of nature, every day
It highlights the lesser-known endangered flowers, with colourful, naturalistic enamelled jewellery that champions convertible jewellery, especially in gold-plated and rose gold.
This collection is all about celebrating traditional jewellery with a modern edge, best suited for you to shine at the Great Indian Wedding, especially in gold-plated and rose gold.
This collection celebrates the colour of red that evokes passion, warmth and charm, especially in silver, gold-plated and rose gold.