VRAI
VRAI has become a leading name in the lab-grown diamond sector, known for its fully traceable, sustainably produced stones and modern fine jewellery designs. On Jewellery Focus, coverage of VRAI examines the brand’s role in shaping conversations around ethics, innovation, and transparency within the global diamond and jewellery markets. Articles report on product launches, retail collaborations, and the company’s vertically integrated production model, which appeals to a growing audience of environmentally conscious consumers.
Editorial analysis explores how VRAI’s approach impacts supply chains, pricing structures, and consumer perceptions of lab-grown versus mined diamonds. Features also assess market trends, trade reactions, and opportunities for retailers and suppliers responding to rising demand for sustainable luxury.
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Feb- 2022 -16 FebruaryRetailers
VRAI launches Devotion and Tapered Baguette rings
Vrai has announced the launch of its customisable range of diamond rings, including a Tapered Baguette and Devotion band, to “reflect the diversity of love”. The newly launched Tapered Baguette setting is part of Vrai’s Three Stone engagement ring collection. The lines frame two side stones that support the centre…
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Jan- 2022 -27 JanuaryRetailers
Vrai and Style Me Pretty launch bridal capsule collection
Vrai, the sustainable fine jewellery brand, has announced a collaboration with Style Me Pretty to launch a bridal capsule collection. The new seven-piece bridal collection features fine jewellery designs, including three sustainably created diamond shapes that form an abstract flower. Set in recycled 14k solid yellow gold, each design reportedly…
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Aug- 2021 -3 AugustFeatures
LGDs are the future, despite the backlash
“They are as much a symbol of innovation and progress as they are of enduring beauty and stand as a testament to our ongoing and ambitious sustainability agenda,” said Alexander Lacik, CEO at Pandora, upon releasing the group’s first lab-grown diamond (LGD) collection. However, the global jewellery retailer went beyond…
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Jul- 2021 -6 JulyProduct Launches
VRAI launches unisex collection in collaboration with RandM
VRAI, a sustainable jewellery brand, has launched the launch of its new unisex collection, VRAI x RandM. Created by the stylist duo of Rob Zangardi and Mariel Haenn, the fine jewellery pieces are handcrafted with recycled gold, and feature diamonds created by the group’s zero emission foundry. Ranging from $2,200…
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