How Namita Kothari is Building Akoirah by Augmont as India’s Trendsetting Lab-Grown Diamond Jewellery Brand

An Exclusive Interview with Namita Kothari, Founder of Akoirah by Augmont, a trendsetting lab-grown diamond jewellery brand

Namita Kothari is revolutionizing India’s jewellery landscape, building Akoirah by Augmont as the nation’s trendsetting lab-grown diamond brand.

This interview delves into her strategic vision, innovative approach, and how she’s meticulously crafting a sustainable and stylish future for fine jewellery.

What inspired you to create Akoirah, and what is your vision for the brand in the labgrown diamond jewelry market?

Namita Kothari: Akoirah was born out of a very personal insight-I wanted fine jewellery to feel more accessible, ethical, and expressive for the modern Indian woman.

As a consumer, I often found the traditional diamond space too rigid, opaque, and occasiondriven. That’s when I discovered labgrown diamonds and saw their immense potential to redefine luxury.

With Akoirah, the vision is to build India’s most trusted labgrown diamond brand that blends legacy with innovation.

We’re here to normalize everyday diamond ownership-where beauty meets value, and sustainability isn’t just a bonus but a baseline.

How does Akoirah differentiate itself from traditional diamond jewelry brands and other labgrown diamond competitors?

Namita Kothari: Akoirah is powered by Augmont, one of India’s most trusted and fully integrated gold companies. That gives us unmatched credibility in a space where trust is still building.
 What sets us apart is our offerings:

• Free insurance on every purchase
• 100% buyback and exchange guarantee
• Recycled gold + patented LoveGrown Diamonds
• Flexible investment schemes starting from 5 months

And importantly, a conscious design philosophy that blends subtle luxury with wearability.We’re not just another D2C jewellery label-we’re a movement redefining what diamonds mean in modern India.

How do you educate consumers about the benefits of labgrown diamonds, and what has been the response so far?

Namita Kothari: Education is central to our strategy. We simplify the science behind LGDs across all touchpoints-through instore guidance, social content, influencer storytelling, and even packaging.
 We focus on 3 key pillars:

• Traceability (where your diamond comes from)
• Transparency (exactly what you’re paying for)
• Trust (the assurance of Augmont backing)

The response has been incredible-especially from Gen Z and millennial buyers who are valueconscious, sustainabilityaware, and not bound by conventional diamondbuying norms.

What is your design philosophy when it comes to creating jewelry pieces for Akoirah, and how do you stay ahead of trends?

Namita Kothari: At Akoirah, we design for those women who wants jewellery that moves with her, not restricts her.

Our pieces are rooted in minimalism, versatility, and quiet power. From clean geometric cuts to genderfluid silhouettes, we try to capture individuality in form.

We stay ahead by listening-to the trends, to our consumers, and to culture. Our design team draws from both global fashion trends and Indian sensibilities, ensuring every collection feels relevant yet timeless.

What challenges have you encountered in establishing Akoirah, and how have you overcome them?

Namita Kothari: The biggest challenge was building trust in a new category. Labgrown diamonds, though chemically identical to mined ones, still face hesitation. We tackled this through:

• Launching consumerfirst policies like insurance and flexible schemes
• Investing heavily in education and transparency
• The second challenge was shifting the perception that diamonds are only for weddings. With our sub₹10K range and everyday styling narrative, we’re slowly changing that mindset.

What advice would you give to aspiring entrepreneurs looking to enter the jewelry or sustainable fashion industry?

Namita Kothari: Be rooted in purpose but flexible in execution. The jewellery industry is emotional and traditionheavy-you need to build credibility before selling creativity.

Don’t treat sustainability as a marketing hook; embed it into your product, your pricing, and your policies.

And finally, patience is underrated. Changing consumer behaviour-especially around categories-takes consistency and time.

Namita Kothari’s dedication is evident in Akoirah’s success, offering consumers ethical elegance without compromise.

Her leadership champions responsible luxury, firmly establishing Akoirah by Augmont as a pivotal force in India’s evolving jewellery industry.

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