“Build a strong foundation” with Naz Asku
Photo Credit: 25karats
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.
Can you tell our readers about your background?
I come from a background in economics and marketing, which has been incredibly valuable in building 25karats. We saw a gap in the market for high-quality, customizable wedding jewelry and knew there was an opportunity to create something meaningful. Partnering with my husband, who has a background in tech, allowed us to merge craftsmanship with innovation, bringing a modern experience to the fine jewelry industry.
What inspired you to start your business?
Jewelry, especially wedding rings, should be deeply personal, but we noticed that many couples had to choose from mass-produced, impersonal designs. I wanted to create a company where couples could design rings that truly reflected their love stories. Every relationship is unique, so why shouldn’t their rings be? That’s what inspired us to start 25karats.
Where is your business based?
We are an exclusively online company with a showroom in New York City, where customers can book an appointment to work with a jewelry expert and view our rings in person
How did you start your business? What were the first steps you took?
We started 25karats during the e-commerce boom with a simple website showcasing our products. From the beginning, we saw an opportunity to stand out by offering customizable wedding and engagement rings rather than just pre-designed pieces.
To make this vision a reality, we built strong relationships with skilled jewelers and manufacturers while refining our online platform to provide a seamless customization experience. As we grew, we invested in technology and automation, ensuring our website could support thousands of design variations while maintaining an intuitive shopping experience.
What has been the most effective way of raising awareness for your business?
The most effective way of raising awareness for our business has been delivering exceptional quality and providing a personalized shopping experience, even in an online setting. From the beginning, we understood that trust was crucial in e-commerce, especially 15-20 years ago when online shopping was still new.
We ensured that every product we shipped met the highest standards and that our customers felt valued throughout their journey with us. By maintaining this commitment to quality and service, we built strong relationships with our customers, leading to word-of-mouth referrals, which remain among our most powerful growth drivers today.
What have been your biggest challenges and how did you overcome them?
One of the biggest challenges has been standing out in a competitive market. The jewelry industry is filled with big players, and earning trust online isn’t easy. We’ve overcome this by focusing on craftsmanship, ethical sourcing, and transparency—offering not just beautiful jewelry but also an experience that couples can feel good about.
How do you stay focused?
As the CEO of 25karats, I stay focused by prioritizing what truly matters, delegating effectively, and maintaining a clear vision for the business. I also make time for mental clarity which helps me stay sharp and adaptable. Focus isn’t about rigid discipline—it’s about flowing with challenges while staying committed to our mission.
How do you differentiate your business from the competition?
Customization is at the heart of what we do. Unlike many brands that offer limited styles, we provide over 1,500 unique designs with 100+ variations per piece. We also prioritize ethically sourced materials, exceptional customer service, and a seamless online experience.
What has been your most effective marketing strategy to grow your business?
Our most effective marketing strategy isn’t just one approach—it’s a combination of key strategies that work together to drive growth. We focus on word-of-mouth marketing, customer reviews, email marketing, and advertising, all of which play a crucial role in building brand trust and attracting new customers. By consistently delivering high-quality products and a personalized shopping experience, we create loyal customers who share their experiences, helping us expand our reach organically.
What's your best piece of advice for aspiring and new entrepreneurs?
Build a strong foundation. Before focusing on growth, make sure your product or service is exceptional. Also, stay adaptable, the market changes constantly, and businesses that succeed are the ones willing to evolve.
What's your favorite app, blog, and book? Why?
My favorite app is LinkedIn because it keeps me connected with industry trends, business insights, and like-minded professionals. It’s a great platform for networking, learning, and staying updated on the latest in e-commerce and entrepreneurship.
What's your favorite business tool or resource? Why?
I enjoy attending business networking conferences to gain new ideas, learn from different perspectives, and connect with like-minded CEOs and founders. These events provide valuable insights and opportunities for growth.
Who is your business role model? Why?
I don’t have a business role model; however, I admire many successful women. One of them is Arianna Huffington and the other is Sara Blakely. She built Spanx from the ground up with determination and creativity. I admire how she embraced challenges and turned setbacks into opportunities.
How do you balance work and life?
I balance work and life by following the wisdom of water, a philosophy I developed through personal experience and years of research on human potential. Water teaches us that balance isn’t about rigidly dividing time between work and life—it’s about flowing with what each moment requires while staying true to our core values.
Just like water adapts to its surroundings, I practice flexibility and presence, adjusting my energy where it’s needed without feeling overwhelmed. Some days require a stronger current of focus on work, while others call for a gentle retreat into personal life. The key is to move with life, not against it, creating a natural rhythm that allows for both productivity and fulfillment.
What’s your favorite way to decompress?
I decompress by connecting with water in various ways. I swim 3-4 times a week, follow my water rituals—whether through showers, drinking water mindfully, or practicing water meditations—and often relax to the sound of flowing water. Water has a unique way of grounding me, clearing my mind, and making me feel lighter, both physically and mentally. It’s my ultimate reset.
What do you have planned for the next six months?
Over the next six months, at 25karats, we’re focused on developing innovative tools to make the online wedding ring shopping experience more seamless and personalized. Meanwhile, on a more personal level, I’m working with my publisher on my book, Live Like Water, a project close to my heart that explores the art of flowing with life.
How can our readers connect with you?
