DiamondBuzz
Akoirah by Augmont Taps into Festive Shift as Lab-Grown Diamonds Gain Popularity
Changing buyer preferences and gold price trends spark growing demand for sustainable, design-led jewellery this Akshaya Tritiya.
Festive jewellery shopping is evolving, and Akoirah by Augmont is at the forefront of this shift. Based in Pune, the lab-grown diamond brand is seeing increased interest this Akshaya Tritiya, particularly among younger buyers who are moving away from conventional gold in favour of affordable, stylish, and sustainable choices.
Namita Kothari, Founder of Akoirah, highlighted this changing trend: “While gold remains a staple for traditional buyers, lab-grown diamond jewellery is gaining strong traction — especially among those seeking modern, meaningful designs.” The rise in gold prices has also influenced purchasing behaviour, with many consumers choosing to diversify their budgets between smaller gold purchases and diamond jewellery that offers better design and value.
Responding to this shift, Akoirah has launched a festive offer, giving customers a chance to purchase up to 10 grams of gold at the lowest price of the month with every jewellery buy. This move aims to support customers amidst price fluctuations, while allowing them to celebrate the auspicious occasion in a meaningful way.
Known for blending sleek aesthetics with ethical practices, Akoirah’s offerings resonate with a new generation of conscious buyers. As Akshaya Tritiya continues to be a key moment for jewellery purchases, the brand is redefining how customers engage with tradition — through pieces that honour values and style alike.
DiamondBuzz
Diamond Slump forces Debswana to diversify into copper, platinum and solar
Diamond-centric mining models is giving way to broader resource portfolios
Debswana Diamond Company, the 50–50 joint venture between the Botswana government and De Beers, is moving to diversify into copper, platinum and renewable energy as the prolonged downturn in natural diamond demand pressures earnings and forces the industry to rethink its growth strategy.
The company’s board has approved plans to invest in a portfolio of non-diamond projects after revenue fell 46% in 2024, the latest available financial year, highlighting the scale of the downturn in the global diamond market.
The move signals a strategic shift toward commodities with stronger long-term demand fundamentals, particularly copper, which is central to global electrification and energy-transition infrastructure.
Debswana’s diversification reflects a broader industry pivot as diamond producers confront weak consumer demand, rising competition from lab-grown stones and elevated inventories across the supply chain.
The shift is also visible among smaller exploration companies. Botswana Diamonds recently rebranded as Botswana Minerals, signalling its own strategic focus on copper exploration rather than diamonds.
Together, these moves underscore a growing consensus across the sector: the era of diamond-centric mining models is giving way to broader resource portfolios anchored in energy-transition metals.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.