SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
TechnologyJan 18, 2018
Lab-Grown Diamond Line Shutters First Store
Diamond Foundry-owned Vrai & Oro closed its Los Angeles retail location after less than six months.
Vrai & Oro’s 18-karat rose gold oval rose-cut 0.65-carat diamond ring with a Diamond Foundry-grown diamond ($2,400)
Los Angeles--Less than six months after opening, fine jewelry line Vrai & Oro has shuttered its first brick-and-mortar retail location.
The brand began in 2014 as an online-only venture, marketing itself as a company that sold directly to customers without a retail markup.
In November 2016, Diamond Foundry—the Silicon Valley man-made diamond start-up that uses solar power technology to create its stones—purchased Vrai & Oro, which led to a slew of growth initiatives for the brand.
Vrai & Oro began using Diamond Foundry stones exclusively and launched both a bridal collection and a collection of jewelry that featured significantly larger diamonds than Vrai & Oro had used in the past.
In August last year, Vrai & Oro opened its first store in downtown Los Angeles at the ROW DTLA shopping center.
In the first week of January, Vrai & Oro founder Vanessa Stofenmacher announced the closing of the store on the brand’s website, writing, “The fact is that retail is a true challenge—one that we would never enter into lightly, and we have to give props to those thriving in that environment.”
Stofenmacher told National Jeweler that the company gained valuable feedback from their in-person customer interactions while the store was open.
“We opened a local showroom to gather high-touch feedback from our customers,” she said. “This succeeded in helping us improve our offerings in many ways. Retail is changing quickly and a lot of brands are experimenting with new models so we’re watching the space closely but presently still have a ways to go on digital.”
Stofenmacher also said that, despite the store’s closing, her view of brick-and-mortar retail hasn’t necessarily changed—she still thinks that fine jewelry is best experienced in person, rather than online only.
“When our customers have the opportunity to experience our designs in person, it’s a no-brainer for them,” she said.
Vrai & Oro will focus on its online business and expanding its product for the time being, but isn’t counting out different retail possibilities in the future.
“We are currently focused on improving our brand experience online, including new offerings that bring a new level of jewelry customization to everyone,” said Stofenmacher. “We are open to partnerships for creating a progressive retail experience with a nationwide footprint.”
More on Technology
The Latest
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
