Augmont forays into lab grown diamond market, launches jewellery brand Akoirah
Fully integrated gold business Augmont has announced its strategic expansion into lab grown diamond jewellery with the launch of new brand ‘Akoirah.’ Designed to make jewellery accessible to Indian consumers, the brand will expand with an omni-channel approach.
Akoirah by Augmont’s first jewellery store – Akoirah
“Augmont’s vision is very clear- we want to be the leading lab-grown diamond jewellery brand in India,” said Augmont’s director Ketan Kothari in a press release. “LGD is the future for a nation like India where jewellery has many meanings- aspirations, emotions and culture. The penetration of mined diamond jewelry in India is less than 5% whereas 95% consumers want to own diamonds. Mined diamonds have given negative returns and hence they are not an investment for Indian consumers, who are the smartest when it comes to value investments. Large jewellery chains are in a dilemma to enter this space because of the fact that they have been selling mined diamond jewelry for years and it will be a hard sell for the consumers.”
Akoirah aims to tap into Augmont’s existing gold consumer base of over four crore digital customers. The design-focused brand has a modern aesthetic and prices start at Rs 5,000. After launching its first brick-and-mortar outlet, Akoirah plans to reach an offline store total of 100.
“Other brands that have entered the space are largely start-ups which have to build trust and credibility which takes years,” said Kothari. “Augmont’s foray into jewellery could not be better timed. Customers trust us for the transparency, innovation and the fact that we always offer buyback for all our gold products and now LGD jewelry too!”
Akoirah has launched with the tagline ‘Love Grown Diamonds’ and focuses on ethical and sustainable production. The label encourages shoppers to invest money saved by purchasing lab grown diamonds instead of natural diamonds in extra gold, which has more potential to give a return on investment.
“Akoirah is all about making Love-Grown Diamonds attainable for all,” said the brand’s founder Namita Kothari. “We believe that fine jewellery should be both aspirational and accessible. Through innovative craftsmanship, and unbeatable gold rates, we are crafting jewellery that is not just beautiful, but meaningful.”
Copyright © 2025 FashionNetwork.com All rights reserved.
