The world of fine jewellery is undergoing a major shift, moving from mined stones to consciously created alternatives. Leading this charge in India is Namita Kothari, a Mumbai-based entrepreneur who has brilliantly blended ethical values with an affordable-luxury positioning.
Her brand, Akoirah by Augmont, launched in 2023, is disrupting the diamond market by offering lab-grown diamonds—which are chemically, physically, and aesthetically identical to mined diamonds—but without the environmental and ethical baggage. Backed by a strategic ₹100 Crore investment from Augmont, one of India’s most trusted gold platforms, Akoirah is swiftly building credibility in a market often plagued by trust deficit.
The Genesis of Akoirah: From Preschool to Precious Stones
Namita Kothari’s journey to becoming a jewellery entrepreneur was an unconventional one. Hailing from a traditional Marwari family, she initially pursued a career as a certified preschool educator before venturing into entrepreneurship with grooming classes.
- Spotting the Gap: While undergoing formal diamond training, Namita recognized that despite the availability of lab-grown diamonds, the market lacked a brand that was perceived as trusted, legacy-led, design-driven, and ethically conscious. Consumers were hesitant about authenticity, value, and resale potential.
- The Strategic Partnership: To overcome this “trust deficit,” she chose to partner with her husband, Ketan Kothari, Director at Augmont. This collaboration married her creative vision for lab-grown jewellery with Augmont’s decades-long legacy and credibility in India’s gold market, giving Akoirah an instant competitive advantage.
Addressing Consumer Hesitation with Trust and Transparency
Akoirah’s initial challenge was education—convincing customers that lab-grown diamonds are the same as natural diamonds in every essential quality. Namita tackled this with a multi-layered approach:
The Confidence Triad
- Legacy Backing: The investment from Augmont serves as a powerful signal of financial stability and reliability.
- Security Measures: Akoirah introduced consumer-centric policies, including free insurance on every purchase and 100% exchange and buyback policies, making the investment feel secure and smart.
- Flexible Investment: The brand offers flexible investment schemes starting with tenures as short as five months to make high-value purchases more accessible.
Redefining Diamond Consumption
Akoirah is actively working to shift the consumer mindset that diamonds are only for grand occasions. The brand focuses on everyday wear, self-expression, and conscious luxury, positioning its pieces (which range from to over ) as accessible luxury for first-time buyers and Millennials/Gen Z consumers.
Growth and Vision: A Pan-India Retail Blitz
Founded in 2023, Akoirah by Augmont has already established two physical stores in Mumbai and Pune. The brand’s ambition is aggressive and clear:
- Retail Expansion: The company aims to scale up to 100 physical stores across metropolitan Indian cities within the next three years.
- Omnichannel Strategy: Alongside retail growth, Akoirah plans to expand its digital presence by partnering with leading online marketplaces to reach broader demographics.
- Celebrity Endorsements: The brand has already gained traction, with pieces spotted on celebrities like Mandira Bedi and Ahsaas Channa, driving aspiration through relatability.
Namita Kothari’s vision is to make “love-grown diamonds” (Akoirah’s term for its product, sometimes using recycled gold) a global symbol of sustainable elegance, leading a paradigm shift in the diamond industry with credibility, creativity, and consistency.
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