How Lab-Grown Diamonds Are Redefining Luxury: Namita Kothari on Building Akoirah
📝InterviewsNamita Kothari reveals how Akoirah is redefining luxury with lab-grown diamonds, blending sustainability, trust, and modern design to meet the aspirations of today’s conscious consumers.
The lab-grown diamond market in India is witnessing rapid growth, driven by shifting consumer preferences toward sustainable and value-driven luxury. Valued at over USD 250 million in 2023, the market is expected to grow at a CAGR of 14–16%, fueled by increasing adoption among millennials and Gen Z consumers.
In this International Women’s Day series, Namita Kothari, founder at Akoirah by Augmont, shares her journey, strategic insights, and how she is building a trust-led, design-driven lab-grown diamond brand.
From Consumer Insight to Category Shift: Entering the Lab-Grown Diamond Space
StartupTalky: Your entrepreneurial journey spans education, grooming, retail libraries, and now luxury jewellery. What defining decisions or turning points led you to enter the lab-grown diamond space, and how did you prepare yourself to build credibility in this highly specialised industry?
Namita Kothari: My entrepreneurial journey has always been driven by understanding evolving consumer aspirations. Whether I was in education, grooming, or building a retail library, I was focused on identifying emerging needs and creating structured, experience-led solutions around them.
The turning point came when I began exploring lab-grown diamonds and realised that this was not just a new product category, it was a structural shift in how luxury could be defined. It combined science, sustainability, and accessibility in a way that aligned strongly with modern consumer thinking.
However, entering a highly specialised industry required preparation. I attended industry exhibitions like JSK to understand the ecosystem, manufacturing processes, and global trends. I then formally trained in diamonds at IGI Mumbai to gain technical clarity on grading, certification, and quality benchmarks. That foundation gave me the credibility and confidence to build a brand rooted in knowledge, not just aesthetics.
Building Trust in a New Category: Akoirah’s Strategy with Augmont
StartupTalky: The lab-grown diamond market in India is expanding rapidly, yet trust remains a key concern among buyers. How are you positioning Akoirah to bridge this trust gap, especially with the backing of Augmont’s legacy in the precious metals ecosystem?
Namita Kothari: Trust is central to jewellery in India. Consumers are not just buying a product, they are investing in emotion, memory, and long-term value.
That is why building Akoirah with the backing of Augmont was a deliberate strategic decision. Augmont has built strong credibility in India’s precious metals ecosystem through transparency, pricing integrity, and structured processes. We are extending that same trust framework into the lab-grown diamond segment.
At Akoirah, we ensure IGI-certified diamonds, transparent pricing, competitive gold rates backed by Augmont’s scale, and strong in-store consumer education. We focus on informed decision-making rather than transactional selling. When a new-age diamond brand is supported by a trusted gold legacy, it significantly reduces hesitation and strengthens confidence.
The Role of Technical Expertise in Product Differentiation
StartupTalky: You are formally trained in diamonds at IGI Mumbai. How did technical knowledge influence your product curation and help you differentiate Akoirah in a competitive industry?
Namita Kothari: Formal training at IGI Mumbai added technical depth to that exposure. It equipped me with a detailed understanding of grading standards, the 4Cs, light performance, and certification processes. This technical grounding ensures that every business and design decision at Akoirah is informed and precise. Technical knowledge changed the way I approach curation. It allowed me to move beyond surface-level design and focus on structural quality.
In jewellery, true differentiation often lies in the details, cut precision, symmetry, brilliance, setting integrity, and finishing. My training allows me to personally evaluate these aspects and maintain non-negotiable quality standards.
It also strengthens conversations with suppliers and customers. When the founder understands the science behind the stone, it builds confidence internally and externally. That clarity translates into better product integrity and stronger brand positioning.
Changing Consumer Behaviour: The Rise of Conscious Luxury
StartupTalky: Globally, consumer preference is shifting towards sustainable and value-driven luxury. How do you see lab-grown diamonds reshaping buying behaviour in India, particularly among younger, conscious consumers?
Namita Kothari: Globally, luxury is becoming more thoughtful and value-driven, and India is following the same trajectory, especially among millennials and Gen Z.
Younger consumers are research-oriented, sustainability-aware, and financially conscious. They want quality and aspiration, but they also want transparency and responsibility.
Lab-grown diamonds offer the same physical and optical properties as mined diamonds while being more accessible and aligned with evolving environmental considerations. This is shifting buying behaviour from occasional, milestone purchases to more frequent, self-expression purchases.
We are seeing more self-buying among women, modern engagement choices, and gifting beyond traditional occasions. Luxury is becoming more personal and more informed.
Scaling to 100+ Stores: Growth with Consistency and Control
StartupTalky: Akoirah aims to expand into 100+ outlets, What is your growth and distribution strategy to scale while maintaining design consistency, quality control, and brand aspiration?
Namita Kothari: Expansion must be strategic, not rushed. Our approach is built on centralised quality control and clearly defined design frameworks. All stone grading standards, certification protocols, and gold sourcing processes are strictly monitored to ensure uniformity across locations.
We also follow a consistent design language, contemporary, elegant, and wearable, so the brand identity remains intact across cities.
As we expand across India and enter new potential markets, we see strong consumer aspiration for transparent and design-led jewellery experiences. Our focus is on bringing a premium, trustworthy retail environment to these markets while maintaining pricing integrity and uncompromising quality standards. For us, scale is ultimately about deepening consumer trust, not just increasing footprint.
Leadership in a Male-Dominated Industry: Principles That Matter
StartupTalky: As a woman entrepreneur operating in a traditionally male-dominated gems and jewellery industry, what leadership principles have helped you build supplier relationships, manage teams, and drive long-term business growth?
Namita Kothari: Preparation and consistency have been key. The gems and jewellery industry is relationship-driven and traditionally male-dominated. I realised early that credibility would come from technical understanding, clarity in communication, and long-term thinking.
I focus on transparent negotiations, fair partnerships, and data-backed decisions. Building supplier relationships requires trust on both sides, and that trust is built through reliability and professionalism.
Internally, I emphasise alignment, ensuring that the team understands we are building a long-term category-defining brand, not just chasing short-term numbers. Leadership, for me, is about discipline, empathy, and vision.
Global Vision: Building a Love-Grown Diamond Brand
StartupTalky: Looking ahead, as international markets open up to lab-grown diamonds and regulatory frameworks evolve, what is your long-term vision for positioning Akoirah as a global love-grown diamond brand?
Namita Kothari: My long-term vision is to position Akoirah as a globally recognised love-grown diamond brand that represents trust, design excellence, and ethical luxury.
As international markets increasingly accept lab-grown diamonds and regulatory clarity strengthens, the opportunity lies in building a brand that stands for transparency and consistency.
We aim to expand internationally while staying rooted in our core values, accessible aspiration, quality craftsmanship, and responsible sourcing. For me, Akoirah is not just a jewellery brand; it is part of a larger shift in how diamonds are perceived and purchased globally.
Apoorva Bajj