Gulnaz "Naz" Aksu: Leading with Heart and Innovation in Wedding Jewelry

Gulnaz "Naz" Aksu is redefining what it means to be a leader in the jewelry world. As CEO of 25karats, she has built a brand that goes beyond exquisite craftsmanship - it's a reflection of love, individuality, and meaningful storytelling. With a leadership approach rooted in empathy and collaboration, Naz has transformed 25karats into a destination where couples don't just buy rings; they create lasting symbols of their journey together. Her ability to blend emotional intelligence with business strategy has set a new standard in an industry traditionally driven by sales, proving that connection and customization are just as valuable as karats.

What inspired you to establish 25karats, and how does your vision set the brand apart from traditional jewelry companies?

My love for jewelry and my desire to help people celebrate life's most special moments inspired me to start 25karats with my husband, Matt. We wanted to create something different - a place where couples could design their perfect wedding or fine jewelry online, without the pressure or limitations of traditional jewelry stores.

With my husband's background in computer science and my marketing experience in the jewelry world, we built 25karats to offer endless customization options. We now have over 1,500 wedding band designs, each available in more than 100 variations, so every couple can find something that's truly their own.

What makes 25karats special is our focus on three simple things:

Quality: Every piece is crafted with care and attention to detail.

Customization: We make it easy to create jewelry that's unique and meaningful.

Integrity: We treat every customer with honesty and care, making sure they feel supported every step of the way.

Our goal has always been to help couples celebrate their love with jewelry that feels personal and unforgettable.

Your leadership style emphasizes empathy and collaboration. Can you share a specific example of how this has impacted your team or your customers?

Empathy and collaboration are at the heart of how I lead because I believe that when people feel heard and supported, they're more motivated and inspired to do their best. I don't believe in a strict "top-down" approach. Instead, I focus on creating a space where everyone feels comfortable sharing their ideas, brainstorming together, and contributing to our goals as a team.

One example that stands out was when I noticed a team member struggling with their performance. Rather than jumping to conclusions, I had a one-on-one conversation with them to really listen and understand what was going on. It turned out they were dealing with some personal challenges. By offering them flexibility and extra support during that time, they were able to regain their focus and confidence. It was a reminder of how important it is to see the whole person, not just their role at work.

This same approach extends to our customers. Everything we do - from offering highly customizable designs to prioritizing quality and care - is about truly understanding and meeting their needs. By leading with empathy, I aim to create an experience where both our team and our customers feel valued and supported every step of the way.

How do you balance resilience and vulnerability as a leader, and how has this approach contributed to 25karats' success?

For me, leadership is about finding the balance between being strong and steady while also being open and honest. Resilience is essential. I need to stay calm and focused when challenges arise, much like a steady current in a river. But just like water, which may appear soft yet possesses the power to wear down rocks over time, I believe in the power of vulnerability. Showing that I don't always have all the answers and that I'm willing to listen and learn creates trust and deeper connections with my team.

There was one time we were making some big changes to our operations. It was a stressful period for everyone, and I could sense the anxiety among my team. Instead of pretending I had everything figured out, I shared my own uncertainties and acknowledged that it was a learning process for all of us. I encouraged everyone to share their concerns and ideas, and together we came up with solutions that worked better than anything I could have planned alone.

This approach has helped create an environment where my team feels supported and valued. It's led to better communication, stronger collaboration, and more creative problem-solving. I truly believe that balancing resilience with vulnerability has been key to 25karats' success. It's about leading with both strength and empathy to build a company culture where everyone can thrive.

What trends in wedding jewelry are you most excited about, and how has 25karats been a pioneer in shaping these trends?

I believe customization is a timeless trend that I am always most excited about. I truly see that every love story is unique, and wedding rings should reflect that individuality. It's such a special way for couples to create something meaningful and personal that they'll cherish forever.

At 25karats, we've really embraced this idea by offering over 1,500 wedding ring designs, each with more than 100 variations. Couples can choose everything from the type of metal - like platinum, 14k and 18k gold including white gold, yellow gold, or rose gold - to the width, finish texture, and even personal engravings like a meaningful date or a short message. Knowing that each ring is made-to-order adds another layer of personalization and ensures that every piece is truly one-of-a-kind. It's about giving them the tools to design something that feels uniquely theirs.

What's exciting is that personalized jewelry is becoming more popular overall, with so many people now seeking pieces that reflect their style and story. For us, customization isn't just a feature; it's the heart of what we do. It's helped us stand out in the wedding jewelry world and, in many ways, lead the way in shaping this trend. Helping couples bring their dream rings to life is one of the most rewarding parts of my work.

What advice would you give to aspiring female leaders who want to make a difference in traditionally male-dominated industries?

My advice to aspiring female leaders entering traditionally male-dominated industries is to stay true to yourself and lead with confidence and empathy. From my own journey, I've learned that you don't need to adopt a "tough" persona to succeed. Embracing qualities like collaboration, active listening, and openness can be powerful and effective in building trust and inspiring your team.

At the same time, balance is key. While it's important to lead with empathy, don't shy away from being decisive or standing your ground when necessary. Confidence in your decisions and your abilities will not only help you succeed but will also challenge outdated stereotypes about what leadership looks like.

Another piece of advice is to build a strong support system. Find mentors and peers who can guide and encourage you along the way. Leadership can be challenging, and having people in your corner can make a world of difference.

Finally, be willing to challenge expectations. Don't feel pressured to fit into traditional molds or approaches to leadership. Your unique perspective and style can bring about the kind of change and innovation that industries need. By staying authentic and embracing your strengths, you can create a lasting impact and inspire others to do the same.

Keep up to date on social media:

Website: https://www.25karats.com/

Instagram: https://www.instagram.com/25karats/

Facebook: https://www.facebook.com/25karats

LinkedIn: https://www.linkedin.com/company/25karats-com/

Pinterest: https://www.pinterest.com/25karats/