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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

Natural Diamond Market Defies Demand-Supply Dynamics As Prices Continue To Fall

The Diamond Market Continues To Defy Basic Supply-and-Demand Dynamics, Weighed Down By Structural Shifts In Consumer Behavior and Persistent Macroeconomic Pressures.

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According to figures from the Kimberley Process, global rough diamond production fell 8% in 2025 to 98.8 million carats, down from 107.9 million carats in 2024. The output marks a significant milestone in the ongoing contraction of the natural diamond mining sector, placing global supply approximately one-third lower than its 2017 high.

De Beers, the world’s premier diamond mining company by value, underscored the depth of the slump in its recent financial disclosures. The industry giant reported that its average realized rough diamond price plummeted 32% in the first half of 2026, falling to $105 per carat.

Under traditional economic principles, a tightening supply chain typically drives prices upward. Yet, the diamond market continues to defy basic supply-and-demand dynamics, weighed down by structural shifts in consumer behavior and persistent macroeconomic pressures.

Industry analysts attribute the sustained drop in realization prices to a confluence of headwinds: Rise of Lab-Grown Alternatives:

Persistent Market Pressures: Changing Consumer Priorities:

With natural supply reaching historic lows and prices remaining under heavy pressure, miners and industry stakeholders face unprecedented pressure to re-calibrate their market strategies and re-establish the value proposition of natural gems in an evolving retail landscape.

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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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