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.