Naz Aksu’s story begins with a love for jewelry and a desire to make people’s special moments truly unforgettable. She envisioned a company that would go beyond the ordinary, exceeding expectations and crafting pieces as unique as the love they represent. This dream, combined with her background in economics and marketing, and her husband’s expertise in computer science, led to the creation of 25karats.com in 2008.
Aksu believes that jewelry is more than just an accessory; it’s a tangible expression of love, commitment, and life’s most precious moments. Aksu’s leadership style, characterized by empowerment and collaboration, has allowed 25karats to flourish. She believes in nurturing a supportive and inclusive environment where her team can thrive and bring their best selves to work.
Aksu understands the power of “softness” in leadership, advocating for a balance of resilience and vulnerability. This approach, centered around empathy, active listening, and emotional intelligence, has fostered a culture of trust and mutual respect within the company. Aksu sees mentorship as a two-way street, a beautiful exchange of knowledge and perspectives where both mentors and mentees can learn and grow together.
Outside of her work at 25karats, Aksu is a writer for Outdoor Fitness Türkiye and a marathon swimmer. She finds inspiration in pushing her own boundaries, a testament to her belief in continuous growth and the pursuit of one’s passions.
Company: 25karats
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Naz Aksu: Thank you! I’m excited to be here.
I’m Naz Aksu, CEO and co-founder of 25karats. I started this company in 2008 with my husband, combining my background in economics and marketing with his expertise in technology. Our vision was simple: to create high-quality, customizable wedding and fine jewelry that truly reflects each couple’s love story.
At 25karats, we believe that a wedding ring is more than just an accessory—it’s a lifelong symbol of commitment and a personal piece of history. That’s why we offer over 1,500 designs, each with more than 100 customization options, ensuring every ring is one of a kind.
Beyond design, we are also committed to ethical sourcing, using recycled precious metals and conflict-free diamonds. Our goal is to provide an exceptional experience, making the process of choosing or designing a ring as special as the moment it represents.
What inspired you to start your business, and what were the biggest challenges you faced in the early stages?
Naz Aksu: The inspiration for 25karats came from a desire to transform the way people experience wedding jewelry. When my husband and I were shopping for our own rings, we realized how limited the options were—most pieces felt mass-produced and lacked a personal touch. We believed that every couple deserves a ring that tells their unique love story, and that’s what led us to create 25karats in 2008.
One of the biggest challenges in the early stages was building trust as an online-only jewelry brand. Unlike traditional jewelry stores where customers can see and feel the pieces before purchasing, we had to find ways to replicate that personal, tactile experience digitally. We tackled this by providing high-quality imagery, detailed customization options, and exceptional customer service. Another challenge was standing out in a competitive market dominated by big-name brands. We overcame this by doubling down on what made us unique—offering extensive customization, ethically sourced materials, and a seamless online experience.
At what point did you realize your startup was gaining traction, and what key strategies helped you scale successfully?
Naz Aksu: Once we introduced full customization for our wedding rings, allowing customers to personalize them to their preferences, it gained traction. Our personalized customer service, extensive product selection, and high-quality craftsmanship set us apart in the market. Each of our rings is available in over 100 different variations.
How did you approach funding and financial management during the scaling phase? Did you bootstrap, raise capital, or take another approach?
Naz Aksu: At 25karats, we scaled sustainably by reinvesting profits, maintaining lean operations, and making data-driven decisions. We focused on high-ROI marketing and prioritized customer satisfaction to drive revenue. By expanding gradually and optimizing costs, we ensured financial stability without compromising quality or service.
What role did company culture and team building play in your growth, and how did you ensure alignment as you expanded?
Naz Aksu: Company culture has been at the heart of 25karats from day one. As a woman-led business in a traditionally male-dominated industry, I’ve always prioritized empathy, collaboration, and open communication in leadership. I firmly believe that when employees feel heard and valued, they bring their best ideas forward, which in turn benefits our customers.
To ensure alignment as we grew, we focused on hiring people who share our values—passion for craftsmanship, commitment to quality, and a customer-first mindset. I also empower my team by giving them the freedom to take initiative and contribute to decision-making processes. This has helped us maintain a close-knit, motivated team that’s aligned with our mission, even as we expand.
Looking back, what is one critical lesson you learned about scaling that you wish you knew earlier?
Naz Aksu: I believe we scaled our business at the right pace, especially when it came to the customization process of our rings. From the very beginning, we knew that off-the-shelf e-commerce platforms wouldn’t meet our unique needs. That’s why, 14 years ago, we built our own team of programmers and developers to create a fully customized website tailored to our vision.
Today, while there are many ready-to-use e-commerce platforms offering product customization and management, we continue to stay ahead by investing in automation to enhance both our production and customer service operations. By streamlining workflows and improving efficiency, we ensure that every custom piece is crafted with precision while maintaining a seamless and personalized customer experience.
