25karats is a company that controls the sourcing, manufacturing, and product distribution of jewelry to provide better prices while also raising the quality bar on the competition. Pulse 2.0 interviewed 25karats co-founder and CEO, Naz Aksu, to learn more about the company.
Naz Aksu’s Background
Could you tell me more about your background? Aksu said:
“My journey into the jewelry industry began with a genuine passion for beautiful, meaningful pieces and a strong drive to help people celebrate their special moments. Before launching 25karats, I spent years working in jewelry marketing at a major US diamond jewelry manufacturer. My educational background in Economics and Marketing provided me with a solid foundation in understanding market dynamics and customer needs, which has been crucial in shaping our company’s approach.”
Formation Of The Company
How did the idea for the company come together? Aksu shared:
“The idea for 25karats came together after years of experience in the industry and a desire to be part of one of life’s most meaningful milestones—helping couples tie the knot. My husband, Matt, who has expertise in Computer Science, and I saw an opportunity to create an exclusively online wedding jewelry company with extensive customization options. My primary responsibilities at 25karats include overseeing the design, marketing, and customer experience aspects, ensuring that each piece we create reflects our commitment to quality, personalization, and exceptional customer service.”
Favorite Memory
What has been your favorite memory working for the company so far? Aksu reflected:
“One of my most cherished memories is working with a couple who first entrusted us with their wedding bands 12 years ago. Over the years, they’ve returned to us for their 5th and 10th-anniversary rings, each time adding a new symbol to their story of love and commitment. The most beautiful part is knowing that our jewelry has been a part of their journey, helping them celebrate the milestones that mark the growth of their relationship. It’s incredibly touching to witness their love evolve and to know that our pieces have been there to represent that enduring bond through every year.”
Core Products
What are the company’s core products and features? Aksu explained:
“At 25karats, we specialize in creating elegant, customizable wedding and fine jewelry. Our core products include wedding bands, matching wedding rings, and diamond anniversary rings for both men and women. What truly sets us apart is our commitment to customization—we offer over 1,500 unique designs, each available in over 100 variations, allowing couples to create a ring that perfectly reflects their style and love story.”
“The jewelry industry can be pretty competitive, and one of the biggest challenges we face is recreating the personal, in-store shopping experience online. To tackle this, we’ve invested in high-quality images, detailed product descriptions, and a website that’s super easy to navigate. We also make sure our customers feel supported at every step, keeping them informed and offering a shopping experience that feels just as personal as if they were shopping in-store. By focusing on trust, clear return policies, and responsive support, we’ve been able to stand out and make online shopping feel special.”
Evolution Of The Company’s Technology
How has the company’s technology evolved since launching? Aksu noted:
“Since our launch in 2008, we’ve made significant investments in technology to enhance our online experience. As an online retailer, we constantly adapt to the digital landscape, upgrading our website for better customer service, faster browsing, and more efficient marketing. Our goal is to continue delivering a seamless and enjoyable shopping experience for our customers. Since each of our wedding bands comes in more than 100 variations, we couldn’t use ready-to-use e-commerce platforms. Our website and e-commerce platform is custom custom-designed with the latest technology of Ruby on Rails.”
Significant Milestones
What have been some of the company’s most significant milestones? Aksu cited:
“One major achievement has been our growth from a two-person startup to a nationwide company with a dedicated team. We’ve expanded our product range, increased our customer base, and built a strong online presence that supports our goal of becoming the go-to destination for personalized wedding jewelry.”
Customer Success Stories
Can you share any specific customer success stories? Aksu highlighted:
“We named our company 25karats to symbolize our commitment to exceeding customer expectations. While 24 karats represent the purest gold, we chose 25karats to signify going beyond perfection and setting a new standard of excellence. This name reflects our dedication to delivering exceptional quality and a superior experience to every customer. All the feedback we receive from our customers reaffirms this commitment, showcasing how much they value the care, craftsmanship, and personalized service we provide. At 25karats, our goal is not just to meet expectations but to consistently surpass them, creating unforgettable moments for our customers.”
Funding
When asking Aksu about the company’s funding details, he revealed:
“25karats has been entirely self-funded since its inception, with no external funding or investments. We’ve achieved steady growth through a focus on customer satisfaction, high-quality products, and strategic marketing initiatives. We don’t have specific revenue metrics disclosed.”
Total Addressable Market
What total addressable market (TAM) size is the company pursuing? Aksu assessed:
“Our vision at 25karats is to be a part of as many love stories as possible. With around two million weddings happening each year in the US, our total addressable market is significant. We aim to put a unique, customizable wedding ring on every couple’s finger to celebrate their love.”
Differentiation From The Competition
What differentiates the company from its competition? Aksu affirmed:
“25karats stands out due to our commitment to customization, exceptional customer experience, sustainable and ethical sourcing practices, and a dedicated team of experts who ensure every piece is crafted to perfection. Our extensive customization options—over 100 variations per ring design—empower couples to create a truly unique piece. Additionally, our focus on high-quality materials and personalized service sets us apart from the competition.”
Future Company Goals
What are some of the company’s future goals? Aksu emphasized:
“Looking ahead, our goals include expanding our reach nationwide, enhancing our social media presence to connect with more couples, becoming the go-to destination for personalized wedding rings, and continuously improving the online shopping experience. We want to be synonymous with meaningful, customized jewelry that reflects couples’ unique love stories.”
Additional Thoughts
Any other topics you would like to discuss? Aksu concluded:
“Beyond business goals, I’m passionate about empowering women in leadership and advocating for more empathetic and inclusive business practices. My personal philosophy Live Like Water encourages embracing adaptability and navigating challenges gracefully, which I also apply to our business approach and interactions with customers.”
