As Akshaya Tritiya approaches, Pune-based lab-grown diamond jewellery brand Akoirah by Augmont is witnessing a shift in festive buying patterns, especially among younger consumers seeking value-driven and design-focused alternatives to traditional gold.

While gold continues to hold its place as a traditional asset purchase during Akshaya Tritiya, Akoirah reports growing momentum in the lab-grown diamond segment. “This Akshaya Tritiya, while gold remains the preferred asset for traditional buyers, we’ve seen growing momentum in lab-grown diamond jewellery — especially among younger consumers seeking modern, meaningful pieces,” said Namita Kothari, Founder of Akoirah by Augmont.

With the current high prices of gold, shoppers are showing increased interest in flexible budgeting — often splitting their festive spend between small-ticket gold and affordable yet stylish diamond jewellery. Kothari noted that minimalist, contemporary designs that align with customer values are particularly in demand, with certified lab-grown diamonds gaining traction as a conscious and budget-friendly choice.

To meet this evolving demand, Akoirah has rolled out a special Akshaya Tritiya offer: customers purchasing jewellery can get up to 10 grams of gold at the lowest price of the month. “This initiative was created to support customers navigating price volatility while still enabling them to celebrate the occasion meaningfully,” added Kothari.

Akoirah’s collections blend modern aesthetics with sustainable practices, appealing to a new generation of jewellery buyers who value both design and ethics. With Akshaya Tritiya traditionally considered one of the most auspicious times for jewellery purchases, the brand aims to make the occasion accessible and relevant to evolving preferences.