Vrai has introduced its first brand-identifying line: the Vrai V Collection.
Now Vrai is seeking brand recognition; the newest launch features an angular V shape, the same seen in the Vrai logo. The 10-piece collection incorporates the V, showcased in rings, earrings and necklaces made of yellow gold, white gold and sterling silver. Items are priced starting at $148 for a single V Solitaire Studs earring in silver and, on the higher end, at $13,500 for the V Tennis Chocker in 14-karat gold.
By growing its own diamonds and controlling the entire supply chain with an in-house team, Vrai contends its process leaves less of an environmental footprint than mined diamonds — and a lower price tag. “Within traditional jewelry, the diamond can exchange 15 hands, from the miner to the distributor, to the buyer, to the wholesaler until it gets to the designer,” Vrai’s president Mona Akhavi told WWD. “And unfortunately, every time it’s marked up. And that markup is not going to go back to the community or environment it came from. It’s actually passed on to the consumer.”
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