Akoirah by Augmont has unveiled a curated jewellery gifting edit for Friendship Day, highlighting designs centred on friendship and chosen family. Announced on 23 July 2026, the offering is available across the brand's stores in Mumbai and Pune.

The gifting edit brings together jewellery pieces intended to commemorate friendships and personal relationships beyond traditional occasions. Rather than being created as a limited-edition collection, the edit features designs positioned for everyday wear and gifting throughout the year. According to the company, the selection includes layered jewellery, sculptural silhouettes and everyday essentials designed to suit regular use while marking personal milestones and relationships.

The jewellery is crafted in recycled gold and set with laboratory-grown diamonds, reflecting the brand's continued focus on sustainable materials. The products are positioned as gifting options for friendships, chosen families and long-standing personal relationships.

Commenting on the launch, Namita Kothari of Akoirah by Augmont said, "For generations, jewellery has been gifted to mark relationships we inherit. I believe it's equally meaningful to celebrate the relationships we choose. Friends become our sounding boards, our biggest cheerleaders, and often the people who witness our lives in the most authentic way. Those bonds deserve to be honoured with the same thought and permanence we reserve for life's traditional milestones. At Akoirah, we see jewellery not simply as something to wear, but as something that carries memory and meaning. The most treasured pieces are rarely the most extravagant—they're the ones that instantly remind you of a person, a conversation, or a chapter of your life you'll always want to hold on to."

The company said the gifting edit has been developed around the theme of celebrating friendships through jewellery that combines everyday functionality with sentimental value. The launch aligns with seasonal gifting demand around Friendship Day, providing retailers with a curated offering featuring recycled gold and laboratory-grown diamond jewellery. The Friendship Day gifting edit is available at Akoirah by Augmont stores located at Phoenix Palladium, Mumbai; Inorbit Mall, Vashi; and Phoenix Marketcity, Pune.