Diamond Foundry-Owned Brand to Open First Retail Location

IndependentsAug 15, 2017

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.

Since its purchase by man-made diamond company Diamond Foundry, Vrai & Oro has ventured into larger diamond pieces, like these 2-carat total weight emerald-cut lab-grown diamond stud earrings from the Black collection, which retail for $8,210.

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.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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