Lab-Grown Diamond Jewelry Brand Vrai Opens U.S. Showroom

IndependentsSep 08, 2021

Lab-Grown Diamond Jewelry Brand Vrai Opens U.S. Showroom

The fine jewelry brand, known for its focus on sustainability, has opened its doors on Melrose Place.

Fine jewelry brand Vrai opened its first U.S. showroom, designed by architect Cass Calder Smith, on Melrose Place in Los Angeles, California.
Los Angeles—Lab-grown jewelry brand Vrai, known for its focus on sustainability, has opened its first U.S. boutique in Los Angeles.

The company opened its showroom on Sept. 2, located on tony Melrose Place, as it looks to expand into the North American market.

It now has showrooms in Los Angeles and Shanghai, with operations located in the U.K., Europe, and Canada.

The new showroom will feature a range of fine jewelry and engagement rings, set with lab-grown diamonds.

Shoppers can browse through the offerings in the showroom and will receive their picks by mail in two days or less, as per a spokesperson.

Vrai’s jewelry is crafted using recycled gold and lab-grown diamonds.
Vrai’s jewelry is crafted using recycled gold and lab-grown diamonds.

“As our first U.S. location, we’re displaying the versatility of the designs we can offer consumers and the craftsmanship of our unique diamond shapes. We have been looking forward to a space that felt right to connect with our consumer and showcase our unique pieces, and we found that on Melrose Place,” said Vrai CEO Mona Akhavi in a press release about the store’s opening.

The brand prides itself on its sustainability efforts, using recycled gold and lab-grown diamonds created in its own foundry.

“We sustainably grow our diamonds in a zero-emission foundry powered 100 percent by the renewable energy of the Columbia River in America’s beautiful Pacific West,” said Vrai on its website.

It boasts a vertically integrated supply chain, appealing to younger consumers’ call for transparency.

 Related stories will be right here … 

The new Vrai boutique has an art gallery vibe with a design inspired by West Coast luxury, the brand said, treating its jewelry as works of art.

The pieces are displayed in custom-built, wood-framed, steel-backed wall boxes, inspired by the 1970s sculptures of American artist Donald Judd, a major figure in the Minimalism movement.

Designed by architect Cass Calder Smith, a diamond bar sits in the center of the showroom to draw guests in and allow them to view and try on jewelry.

The brand has eschewed the idea of a traditional counter that separates staff and customers, and hopes the new design will encourage customers to speak with the experts on staff.

Hanging above the diamond bar is a complementary geometric-shaped light fixture, a nod to Vrai’s diamond shapes, and mirror panels.

The showroom features porcelain tile floors, American-made walnut wall cases and furniture, and blackened steel architectural elements.

Behind the main room are two rooms set aside for private appointments, designed with “softer finishes,” said Vrai.

The Melrose Place showroom is open Wednesday through Sunday from 11 a.m. to 7 p.m. It also offers one-on-one appointments.

For more information, visit the Vrai website.
Lenore Fedowis the associate editor, news at National Jeweler, covering the retail beat and the business side of jewelry.

The Latest

CollectionsSep 26, 2022
Go ‘Inside the Dream’ of Bulgari Via a New Documentary on Amazon Prime

It follows Creative Director Lucia Silvestri as she crafts the brand’s high jewelry collections.

Recorded WebinarsSep 26, 2022
Watch: What Jewelers Should Know About Insurance

From safeguarding showcases to appraisal liability, insurance experts Mark Devereaux and Andrew Chipman share insurance tips for jewelers.

TrendsSep 26, 2022
Vahan Collabs With Wolf on a Jewelry Box

It’s the first time in 50 years the brand has made something other than jewelry.

Brought to you by
6 Steps to Start a Dynamic Company Culture

Learn how to better serve your employees, customers and community by having a dynamic and supportive company culture.

Events & AwardsSep 26, 2022
Texas Jewelers Association Rolls Out New Format for Design Competition

The competition takes place in tandem with TJA’s annual convention, known as the Texas Jewelers Roundup.

Weekly QuizSep 22, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
CollectionsSep 23, 2022
Pandora Reimagines Keith Haring’s Art in New Collection

The limited-run collection features figures from Haring’s iconic street art on charms, bracelets, rings, and more.

GradingSep 23, 2022
GIA Career Fair Returns to Carlsbad

The Gemological Institute of America also announced plans for events in New York and London in 2023.

Brought to you by
Committing to an Ethical Diamond Business

While ethical mining is essential to a diamond business, they represent only a fraction of the responsibility bestowed on jewelers.

SourcingSep 23, 2022
See the Items in Gem Legacy’s 4th Anniversary Benefit Auction

One hundred percent of proceeds will benefit the nonprofit’s silicosis prevention initiative.

CollectionsSep 23, 2022
Piece of the Week: Emily Weld Collins’ Amulet

Inspired by antique coins, it depicts a “hippocamp” from Greek mythology.

EditorsSep 22, 2022
4 Things Seen and Heard at the 2022 HardRock Summit

Gemstones Editor Brecken Branstrator dishes on the latest color to trend, the show floor buzz, and more from Denver.

TrendsSep 22, 2022
There’s a New Book on Tiffany & Co.

Written by historian Vivienne Becker, it accompanies this summer’s Tiffany jewelry exhibition at London’s Saatchi Gallery.

Supplier BulletinSep 22, 2022
Using Commerce Data to Outshine the Competition in the Jewelry Industry

Sponsored by Bloomreach

SourcingSep 22, 2022
First Diamond Recovered From Burgundy’s Ellendale Restart

Burgundy also announced the retail launch of its diamond brand, Maison Mazerea.

Events & AwardsSep 22, 2022
JCK Industry Fund Now Accepting Applications

Organizations with a project or initiative aimed at bettering the jewelry industry are encouraged to apply.

Lab-GrownSep 21, 2022
An Updated Look at the Lab-Grown Diamond Market: Size, Pricing, and More

As the end of 2022 draws near, National Jeweler offers another deep dive into lab-grown diamond market data.

TrendsSep 21, 2022
These Are the Diamond Jewels to Stock for the Holidays

These trending-yet-timeless pieces are no-brainers for customers in search of the perfect gift.

SourcingSep 21, 2022
A Day in the Life: Daniel Namdar, Fancy Color Diamond Specialist

Namdar joins a long line of diamond experts, but his love of the trade was learned rather than inherited.

Lab-GrownSep 21, 2022
Looking Ahead: 4 Factors That Could Shape Lab-Grown Diamonds’ Future

Growing supply and falling prices likely will make differentiation a necessity and a reality, according to analyst Paul Zimnisky.

AuctionsSep 21, 2022
Egyptomania at Sotheby’s: See the Egyptian Revival Jewels Heading to Auction

The auction house is celebrating 100 years since the discovery of King Tut’s tomb.

MajorsSep 21, 2022
Claire’s Expands Walmart Partnership

The chain’s jewelry and accessories are now available in 2,500 Walmart locations.

Events & AwardsSep 21, 2022
Ethical Gem Fair Heads to NYC for the First Time

The event is slated for Oct. 20-22 at Brooklyn Metal Works.

MajorsSep 21, 2022
Hearts On Fire Announces Sales Teams Changes

Jacqueline Raffi has been promoted to vice president, sales, North America.

CrimeSep 20, 2022
Customs Seizes More Than 700 Counterfeit Cartier ‘Love’ Bracelets

Agents in Cincinnati intercepted three shipments of fake brand-name jewels that would be worth more than $10 million if genuine.

ColumnistsSep 20, 2022
The Smart Lab: 5 Holiday Shopping Predictions for 2022

From free shipping to early shopping, Emmanuel Raheb outlines a handful of factors expected to shape the holiday season this year.

Events & AwardsSep 20, 2022
Harwell Godfrey Nabs CFDA Fashion Award Nomination

The sole fine jewelry nominee, the brand is up for an award in the emerging designer category.

MajorsSep 20, 2022
Signet Expands Loyalty Program, Adds Personal Jewelry Insurance

Customers earn one “gem” for every dollar spent as part of the “Vault Rewards” program, unlocking discounts and special member-only offers.


This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy