Namita Kothari’s entrepreneurial journey began with a powerful realization: traditional diamonds no longer aligned with the values and aspirations of the modern Indian woman. She observed a growing demand for ethical, affordable, and stylish jewellery that could be worn daily—not just stored for weddings and anniversaries.

This gap inspired her to launch Akoirah, a modern lab-grown diamond jewellery brand aimed at making everyday luxury accessible without compromising on ethics or elegance.

The Augmont Edge: Trust as a Launchpad

Akoirah isn’t just another jewellery startup—it’s built on the solid foundation of Augmont, a trusted name in India’s precious metals industry. By leveraging Augmont’s credibility, Namita was able to break down one of the biggest barriers in the lab-grown diamond industry: consumer trust.

Her brand offers a wide range of consumer-first guarantees like certified recycled gold, 100% buyback and exchange policies, and even complimentary jewellery insurance. This backing allows Akoirah to confidently educate and attract customers to a new category of diamonds—without the skepticism often faced by newcomers.

Redefining Jewellery for the New-Age Woman

Akoirah’s collections reflect a shift in how women view luxury. Moving away from heavy, occasion-only designs, Namita’s brand embraces minimalism, emotional connection, and everyday comfort.

The pieces are thoughtfully designed to be varsatile pairing seamlessly with office wear, casual outfits, or formal evenings. Akoirah’s focus on lightweight gold, understated sparkle, and geometric motifs creates a new aesthetic: luxury without intimidation. With prices starting from ₹10,000, the brand is turning fine jewellery into an everyday affair.

Educating the Market with Transparency

Namita recognized early on that education was key to driving adoption. Unlike mined diamonds, lab-grown stones require explanation—how they’re created, how they compare, and why they’re a better choice for many.

Akoirah integrates education across its entire consumer journey, from packaging to digital campaigns. By clearly communicating the quality, origin, and ethics of its diamonds, the brand empowers customers to make informed decisions. It’s not just about selling jewellery; it’s about changing perceptions.

Scaling Up with Purpose

Akoirah is on an ambitious expansion track, aiming to open over 100 stores nationwide in the coming years. This growth is designed to be both strategic and inclusive—targeting metros, tier-2 cities, and digital-first shoppers alike.

The combination of offline retail and a strong online presence allows the brand to meet customers where they are. Backed by a significant investment from Augmont, the company plans to democratize luxury, making high-quality, sustainable jewellery available to more Indians than ever before.

Overcoming Industry Challenges

As with any category disruptor, Akoirah faces its share of challenges. One of the biggest is changing the mindset that diamonds must be mined to hold value. Many consumers still associate lab-grown diamonds with being “artificial,” despite their identical chemical structure.

Namita addresses this through clear product guarantees and consistent messaging around sustainability and traceability. Additionally, by offering flexible purchase plans and lower price entry points, Akoirah breaks down financial barriers traditionally associated with diamond ownership.

Timing the Trend: A Cultural Shift

Akoirah’s emergence is well-timed. As sustainability becomes a core buying factor for younger generations, and as minimalist aesthetics take center stage, lab-grown diamonds are quickly shedding their outsider status.

Namita’s vision aligns perfectly with a demographic that values both style and substance—buyers who want their purchases to reflect personal values, not just wealth. By positioning Akoirah as both aspirational and accessible, she’s capturing a crucial cultural shift in how Indians experience jewellery.

Purpose Beyond Profit

At the heart of Namita Kothari’s journey is a deep commitment to meaningful entrepreneurship. She believes brands must stand for something larger than themselves—whether that’s sustainability, empowerment, or education. In a traditionally male-dominated industry, Namita’s success also serves as a beacon for aspiring female entrepreneurs. Her message is clear: build with purpose, prioritize transparency, and stay consistent—even when shaping a new category from scratch.

Top Stories

Top Stories

Related Topics