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Akoirah by Augmont Taps into Festive Shift as Lab-Grown Diamonds Gain Popularity

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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.

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DiamondBuzz

CIBJO Backs ‘synthetic’ As Sole Label For Man-Made Diamonds

CIBJO’s Laboratory-Grown Diamond Committee, Told Delegates That “Synthetic” Remains The Primary Term Recognized By Consumers, Despite A Formal Push From The Sector’s Steering Committee To Defer The Ruling and Authorize “Laboratory-Grown.”

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The World Jewellery Confederation (CIBJO) has recommended “synthetic” as the only acceptable descriptor for non-mined diamonds, rejecting calls from trade leaders to permit the term “laboratory-grown,” the organization said on Monday.

The decision, finalized at the closing session of the 2026 CIBJO Congress, deepens a global divide over gemstone terminology at a time when manufactured stones are rapidly eroding the market share and pricing power of mined gems.

CIBJO’s Laboratory-Grown Diamond Committee, told delegates that “synthetic” remains the primary term recognized by consumers, despite a formal push from the sector’s steering committee to defer the ruling and authorize “laboratory-grown.”

CIBJO’s move aligns with a growing regulatory push in several major markets. France restricted terminology to “synthetic” in 2024, Russia followed suit in June, and the London Diamond Bourse endorsed the single descriptor on Sunday. In May, the African Diamond Producers Association also tightened descriptor rules to shield the natural diamond trade.

In contrast, regulators and retailers in the United States and India have favored consumer-friendly phrases such as “lab-grown” or “laboratory-grown.” The commercial stakes are particularly high in the U.S., where synthetic stones now account for more than half of all engagement ring sales by volume, applying severe downward price pressure on natural rough and polished stones.

CIBJO, which began moving to strike “lab-grown” from its influential Diamond Blue Book standards last year, warned that the diverging legal frameworks are leaving the global market increasingly fragmented.

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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.

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