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Akoirah Unveils Diamond Draw Campaign Across Key Cities Ahead of Akshaya Tritiya

Blending Festive Tradition with Experiential Retail, Campaign Offers Customers A Chance To Win While They Shop

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As the festive spirit of Akshaya Tritiya approaches, one of India’s most auspicious occasions for jewellery purchases, Akoirah unveils an exclusive, limited-period in-store celebration across Mumbai, Navi Mumbai, and Pune from April 6 to April 19, 2026.

Blending tradition with excitement, the campaign transforms festive shopping into a truly rewarding experience. With every eligible purchase, customers stand a chance to win diamond jewellery worth Rs. 1.5 lakh, elevating the joy of buying into the thrill of winning. The much-awaited winners will be announced in-store, with one winner at each store.

Adding to the celebration, customers can also enjoy an exclusive 20% off on diamond value throughout the campaign period, making this an unmissable opportunity to bring home timeless sparkle, with a chance at something truly extraordinary.

The campaign builds on the occasion’s association with prosperity and new beginnings, while offering an alternative to conventional discount-led promotions by introducing a more participative and rewarding retail experience. Each purchase made during the campaign period is linked to a unique entry, enabling customers to be part of a store-specific draw. This approach ensures fairness across all store locations, while also adding a sense of immediacy and involvement to the shopping experience. The concept is simple: when customers are already buying something for Akshaya Tritiya, the campaign adds an extra layer of excitement by offering them a chance to win.

Namita Kothari, Founder, Akoirah by Augmont, Said:

“Akshaya Tritiya continues to be an important occasion for jewellery buying, given its strong cultural connection with prosperity and new beginnings. As we see today, customers continue to value traditional shopping methods, while also looking for more meaningful and rewarding experiences during the festive period. In an environment typically driven by discount-based promotions, there is an opportunity to offer consumers a more memorable and engaging experience.

The premise behind this initiative is simple: customers who make a purchase for Akshaya Tritiya have the chance to receive a reward in addition to their purchase. Combined with the added benefit of an additional 20% off on diamond value, it creates a more compelling proposition that blends tradition with a sense of participation, making the overall festive shopping experience more engaging and rewarding.”

Festive jewellery buying habits are evolving, with customers shifting towards lighter, design-focused pieces and greater flexibility in how much they choose to spend, rather than relying solely on weight-based purchases. As a result, there is an emergence of marketing campaigns that combine product and experience as an important lever for driving footfall and conversion in urban markets.

The campaign is expected to generate momentum during the festive period through a mix of digital outreach, on-ground visibility, and in-store communication. With increased competition during the festive season, the initiative reflects a more engagement-led approach to retail, positioning Akoirah within the evolving narrative of how consumers choose to celebrate and shop today.

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DiamondBuzz

De Beers Group Sets Out Portfolio and Organisational Actions to Support Long-Term Value Creation

Company outlines strategic cost optimisation, portfolio streamlining and operational changes to strengthen resilience while positioning for long-term growth in the natural diamond industry.

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De Beers Group is advancing delivery of its business streamlining by setting out a number of planned portfolio and organisational changes to ensure an efficient cost base that strengthens resilience in the near-term while enhancing future competitiveness and retaining optionality as industry conditions improve.

Since 2024, De Beers has been streamlining its business in line with its Origins strategy to reduce costs, divest non-core assets and prioritise investment in activities that create the most value. Significant progress has been made, with more than $100 million of annual overhead costs removed from the business, the sale or closure of a number of non-core assets and significant capital and cost reconfigurations to asset expansion projects.

Simultaneously, De Beers has reinvested in natural diamond category marketing to support the industry’s efforts to grow natural diamond demand, launching new large-scale campaigns and collaborating with key stakeholders across the value chain to foster industry-wide investment. Global consumer demand for natural diamond jewellery returned to growth in 2025, while natural diamond sales increased across US independent jewellers in 2025 and into Q1 2026, led by higher value diamonds and those promoted by De Beers’ Desert Diamonds marketing campaign.

On the supply side, global rough diamond production is now decreasing, with several producers closing mines during 2026. Whilst the increasing rarity of diamonds and the emerging signs of improvement in consumer demand are likely to support longer-term value creation, rough diamond trading conditions are expected to remain challenging in the near-term due to cyclical and industry-specific factors.

Consistent with recent actions to improve business resilience, De Beers intends to pause production at the Venetia mine in South Africa for two years to reduce costs while also rephasing capital expenditure on its underground project. This will involve critical infrastructure investment to enhance the capacity and efficiency of the mine, with the intention to support future production growth as business and industry conditions improve.

De Beers is engaging with stakeholders in accordance with relevant requirements and the company’s values as it moves through this process, and will both support impacted employees and continue to invest in its community and Social and Labour Plan commitments.

This proposed action at Venetia Mine follows the decision earlier this year to pause the Tuzo Phase 3 expansion project at the Gahcho Kué Mine in Canada.

In parallel, De Beers plans to reconfigure its global operating model to refocus and prioritise resources on the core operational businesses and reduce its central corporate cost base.

Al Cook, CEO of De Beers Group, said:

“In line with our commitment to focus and streamline our business, we are making a number of changes to De Beers to ensure greater business resilience in the near-term, while supporting long-term value creation. We recognise the protracted challenging conditions as the diamond industry evolves, though we are encouraged by signs of consumer demand growth in the US and beyond, particularly in higher quality diamonds.

Global rough diamond supply is falling, bringing more support to the market. The changes we are making to our business are focused on underpinning our efficiency now and into the future, favourably positioning De Beers in its leadership role.”

De Beers Group will maintain current production levels through its other operations, and previous production guidance remains unchanged.

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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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