London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
Diamond Foundry-Owned Brand to Open First Retail Location
The man-made diamond startup purchased Vrai & Oro last year and now will open a store in L.A.

Los Angeles--Diamond Foundry, the San Francisco-based man-made diamond company backed by various Silicon Valley and Hollywood types, is breaking new ground with a store opening this week.
Vrai & Oro, the Los Angeles fine jewelry label that was purchased by Diamond Foundry in November of last year, is opening a store in downtown L.A. at the ROW DTLA shopping center this week.
It’s the first brick-and-mortar location for Vrai & Oro, which previously sold jewelry online only and markets itself as a company that sells to its customers without a retail markup.
The new store is 680 square feet and will sell all three of Vrai & Oro’s collections featuring Diamond Foundry diamonds: Essentials, which consists of everyday diamond and 14-karat gold pieces like pendants and stacking rings priced under $1,000, with most of it retailing for under $500; the Vow collection, Vrai & Oro’s fore into bridal; and its recently launched Black collection, which also consists of everyday diamond pieces but with larger stones. It’s priced from $2,080 for a 0.65-carat rose-cut diamond pendant necklace to $8,460 for 2-carat diamond stud earrings.
A spokesperson indicated to National Jeweler that the addition of larger-sized diamond pieces from the Vow and Black collections helped inspire the company to open a space where customers could see the pieces in person.
“We’re excited to be able to offer in-person appointments for larger purchases, such as engagement rings, as well as showcasing exclusive limited-edition designs,” she said, adding that the space would also offer education about Diamond Foundry-created stones.
Diamond Foundry developed its own solar power technology to create its man-made diamonds, growing them in plasma reactors at their San-Francisco location. Diamonds are cut and polished on-site and graded by the Gemological Institute of America.
The company has initiated a slew of partnerships with prestigious retailers--such as Barney’s and Portland, Oregon independent jeweler Twist--and designers over the past year.
Diamond Foundry counts Leonardo DiCaprio as an investor, and Wendi Murdoch and fashion entrepreneur Miroslava Duma as brand ambassadors.
Vrai & Oro’s brick-and-mortar store will be open to the public beginning this Saturday, with an exclusive opening event held on Friday.
The Latest

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.


The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.

Take a gaze at the sky with this pair of platinum diamond-set star earrings with blue lace agate drops.




















