A growing trend in India’s jewellery market is lab-grown diamonds, offering beauty with a conscience. Akoirah by Augmont, a Mumbai-based brand, is leading this shift. Founded by Namita Kothari in 2023, Akoirah brings affordable luxury through ethical, sustainable diamond jewellery. With backing from Augmont, India’s leading gold platform, Akoirah is gaining trust and attention among Indian consumers.
Founder’s Vision: Designing Trust and Sustainability
Namita Kothari, a graduate of Sydenham College, started her journey in education before following her passion for design and diamonds. After formal training at the International Gemological Institute Mumbai, she noticed the market lacked trust in lab-grown diamonds. To build confidence, she partnered with Augmont, a trusted gold company with a ₹100 crore investment in Akoirah.
Namita’s goal is to make fine jewellery accessible, transparent, and meaningful. She emphasises not just aesthetics but sustainability, using patented LoveGrown diamonds and recycled gold. This approach appeals to a new generation of buyers who value ethics alongside elegance.
Unique Offerings That Build Consumer Confidence
Akoirah stands out by offering:
- Free insurance on every purchase
- 100% buyback and exchange guarantee
- Jewellery crafted from recycled gold and lab-grown diamonds
- Flexible investment schemes starting from five months
These initiatives ease buyer hesitation and make investment in jewellery feel secure and smart. Namita stresses educating customers, using social media and in-store guidance to explain lab-grown diamond benefits like traceability, transparency, and value.
Market Position and Expansion
With jewellery priced between ₹10,000 to over ₹10 lakh, Akoirah targets everyone from first-time buyers to high-end customers. The brand aims to shift the picture of diamonds from special-occasion wear to everyday luxury that reflects personal style.
Akoirah’s physical presence started in Pune, followed by a store in Mumbai. Plans are set for aggressive expansion to 100 stores across major Indian cities over the next three years. The brand also intends to strengthen its online sales and partner with large marketplaces to widen its reach.
Growing Demand and Customer Response
Akoirah has seen rising festive season sales, especially among Gen Z and millennials. These younger consumers prefer modern designs that combine style with sustainability and affordability. Offers like free gold with purchases during festivals drive further interest.
The brand’s design philosophy focuses on minimalism, versatility, and quiet luxury. Namita personally oversees jewellery design, creating pieces that suit contemporary Indian tastes yet maintain timeless elegance.
Conclusion: Redefining Indian Jewellery
Akoirah by Augmont is not just a jewellery brand—it is a movement toward conscious luxury in India. Backed by a legacy platform and driven by a vision of sustainable beauty, it challenges traditional norms and builds trust in lab-grown diamonds.
As India’s jewellery market evolves, Akoirah is positioned to become a leader in affordable, ethical, and elegant diamond jewellery for all occasions. With innovation and consumer trust at its core, Akoirah lights the path for the future of fine jewellery in India.