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  Augmont Unveils Akoirah: Bringing to you modern lab-grown diamond jewellery 

India’s largest gold player expands into lab-grown diamonds, setting new standards in trust, sustainability, and accessibility

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Augmont, India’s largest fully integrated gold player, proudly announces its strategic expansion into the Lab-Grown Diamond (LGD) market with the launch of Akoirah. Rooted in Augmont’s legacy of trust, purity, and innovation, Akoirah is set to revolutionize fine jewellery by making diamonds more ethical, sustainable, and accessible than ever before. Calling it Love-Grown Diamonds, the brand is deeply committed to responsible sourcing and technological excellence, and will lead the charge in redefining luxury jewellery for the Indian market. 

Lab-Grown Diamonds are transforming the jewellery industry, offering a brilliant, sustainable alternative to mined diamonds. The global LGD market is projected to reach $1.2 billion by 2033, yet there remains a lack of trusted players in India—a gap that Augmont is poised to fill. 

Discussing their entry into the lab-grown diamond market, Ketan Kothari, Director, Augmont, said “Augmont’s vision is very clear – we want to be the leading lab-grown diamond jewellery brand in India. LGD is the future for a nation like India where jewellery has many meanings – aspirations, emotions and culture. The penetration of mined diamond jewelry in India is less than 5% whereas 95% consumers want to own diamonds. Mined diamonds have given negative returns and hence they are not an investment for Indian consumers, who are the smartest when it comes to value investments. Large jewellery chains are in a dilemma to enter this space because of the fact that they have been selling mined diamond jewelry for years and it will be a hard sell for the consumers. Other brands that have entered the space are largely start-ups which have to build trust and credibility which takes years. Augmont’s foray into jewellery could not be better timed. Customers trust us for the transparency, innovation and the fact that we always offer buyback for all our gold products and now LGD jewelry too!”

With Augmont’s unmatched credibility, technological expertise, and pricing, Akoirah will set new standards in this space. “The math is simple – whatever money that you save in terms of the difference between mined diamonds and LGDs, invest the same in gold. The appreciation in gold prices will more than make up for the investments in LGD even if for argument’s sake, LGD prices don’t increase! Added to that, you get better designs and quality. We are bringing the same commitment to purity, value, and excellence that has defined Augmont’s gold legacy into the world of fine diamond jewellery” adds Ketan. 

At the heart of Akoirah lies a vision to make fine jewellery with a design-focus infused with modern sensibilities. Namita Kothari, Founder of Akoirah, shared her passion for this, stating, “Akoirah is all about making Love-Grown Diamonds attainable for all. We believe that fine jewellery should be both aspirational and accessible. Through innovative craftsmanship, and unbeatable gold rates, we are crafting jewellery that is not just beautiful, but meaningful.”

As a pioneer in gold pricing, purity, and recycling Augmont brings its expertise into the Love-Grown Diamond segment. Akoirah jewellery will feature 100% pure recycled gold and responsibly sourced Love-Grown Diamonds, ensuring consumers make a sustainable choice without compromising on brilliance or quality. And, with Augmont’s tech-first approach, Akoirah will leverage advanced technology to deliver certified, high-quality diamonds at the best prices. The brand’s strategic expansion into this space underscores the growing consumer demand for ethical, sustainable, and affordable diamond jewellery. With exceptional craftsmanship and a diverse range of meticulously designed pieces, Akoirah offers fine jewellery that caters to every taste and occasion. Additionally, the brand promises to provide 100% exchange and buyback value to customers, offering an added layer of trust and security.

Together Augmont and Akoirah are set to redefine the jewellery-buying experience with an omni-channel brand strategy, leveraging Augmont’s existing base of 4 crore+ digital gold consumers. With their range starting from 5K, Akoirah will cater to a diverse customer base across the country. From a seamless online shopping experience to a robust offline presence, the brand plans to expand to 100 stores across India , ensuring customers nationwide can access fine diamond jewellery backed by Augmont’s legacy of trust and value. 

With Akoirah, Augmont is not just launching a brand—it is shaping the future of luxury. Love-Grown Diamonds are here to stay, and with Augmont’s industry-leading expertise, consumers can now embrace ethical brilliance with confidence.

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DiamondBuzz

De Beers opens flagship store in Dubai Mall

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De Beers has unveiled its new flagship boutique in Dubai Mall, marking a significant expansion into the UAE in partnership with Chalhoub Group. Rooted in over a century of diamond expertise, the store showcases the brand’s iconic collections—including Talisman, Enchanted Lotus, and RVL—alongside one-of-a-kind high jewellery pieces. Inspired by nature and blending Southern African heritage with London design, the boutique offers a luxurious, immersive space that celebrates De Beers’ legacy and craftsmanship.

Drawing on diamond expertise stretching back to 1888, the jewellery house marks life’s gradual evolution with meaningful creations. Just as rough diamonds are transformed into exquisite De Beers jewellery, the house honours the heartfelt moments, big and small, that define who we become.

Situated on the ground floor of the prestigious Dubai Mall in downtown Dubai, the new boutique takes design cues from the De Beers flagship on London’s Old Bond Street. Resplendent in the house’s signature shades of blue, white and orange, the furnishings and decorations have been chosen to represent locations close to De Beers’ heart. The boutique is designed to foster connections between clients and Brand Ambassadors, with a combination of open-plan space to explore the collections and intimate private areas. A bespoke lighting system was developed to showcase the fire, life and brilliance of each De Beers diamond.

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Rio Tinto records 27% y-o-y rise in output for  Q1 2025 primarily driven by Diavik diamond mine

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Rio Tinto reported a significant 27% year-on-year increase in diamond production for Q1 2025, reaching 942,000 carats compared to 740,000 carats in Q1 2024. This growth was primarily driven by operational improvements at the Diavik diamond mine in Canada’s Northwest Territories, Rio Tinto’s sole operating diamond asset. The strong quarterly performance marks a robust recovery after a volatile 2024, positioning the diamond division for a stronger 2025.

The Diavik mine processed 394,000 tonnes of ore in Q1 2025, up from both Q1 and Q4 2024, reflecting enhanced operational efficiency and throughput. The Q1 2025 output is a marked rebound from the 542,000 carats produced in Q3 2024, when production was hampered by temporary mine closures due to safety concerns.

The Diavik mine is currently Rio Tinto’s only diamond-producing asset, following the closure of the Argyle mine in Australia in 2020.

The surge in output is attributed to: Successful ramp-up of underground mining at the A21 pipe, following the completion of the first phase of development. Increased ore processing volumes and improved operational efficiency. Recovery from previous disruptions, including a temporary shutdown in Q3 2024 due to ground instability in the A154 underground region.

The extension of Diavik’s mine life signals confidence in the long-term fundamentals of the diamond industry, even as global supply and demand dynamics remain volatile.

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Beyond Shining Illusions video : hidden truths behind diamond mining in Sierra Leone, Lesotho, DRC

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The video Beyond Shining Illusions, released by the Kimberley Process Civil Society Coalition (KP CSC), offers a powerful and eye-opening look at the often hidden truths behind large-scale diamond mining in countries such as Sierra Leone, Lesotho, and the Democratic Republic of Congo. Through real stories and interviews with local people, the video challenges the claims made by the Kimberley Process (KP) and calls attention to the ongoing issues affecting mining communities.

Since its founding in 2003, the Kimberley Process has aimed to prevent the sale of “conflict diamonds”—those used by rebel groups to fund wars against legitimate governments. According to the KP, 99% of diamonds in the market today are “conflict-free.” However, the KP CSC argues that this definition is too narrow and outdated. While it may seem that the problem is almost solved, the video reveals that many serious problems still exist, just under a different name.

In the 17-minute documentary, we hear directly from people who live near or work in diamond mines. They talk about the violence they face from security forces that protect mining operations, as well as the health risks caused by pollution from blasting and waste management. The voices of these communities are usually not included in the shiny advertisements and positive messages often associated with diamonds.

What makes this video especially important is its mission to go beyond the surface and show the full truth. The KP CSC wants to broaden the definition of “conflict diamonds” to include harm caused by governments and corporations, not just rebel groups. They also want to highlight environmental damage and human rights abuses that are still happening today.

In conclusion, Beyond Shining Illusions is a necessary reminder that the beauty of diamonds often hides a painful and complex reality. we need to look beyond marketing messages and learn the full story behind the things we value. Only then can we support real changes that help protect people and the environment in mining communities around the world.

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