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Working at VRAI
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About
VRAI is vertically integrated in a way most jewellery brands are not: the diamonds in its rings are grown by Diamond Foundry, the same company, rather than bought through the diamond trade. That is the whole argument the brand makes — a stone with a known origin and a stated carbon position instead of an opaque supply chain, sold direct rather than through a jeweller's case. Diamond Foundry was started by engineers and solar-power specialists who saw that the technology used to grow silicon could grow diamond, and its reactors are powered by renewable hydropower; the company markets its diamonds as carbon neutral. VRAI has been developing lab-grown collections since 2014 and sells engagement rings, wedding bands and fine jewellery online and through its own showrooms. Mona Akhavi took the top job in 2019.
Backers
VRAI is the jewellery brand of Diamond Foundry, whose investors have been reported to include Leonardo DiCaprio and Silicon Valley backers. No investor list specific to VRAI was confirmed first-party.
Quick answers
What is VRAI?
A Los Angeles jewellery brand selling engagement rings and fine jewellery made exclusively with lab-grown diamonds, sold direct to customers online and through its own showrooms.
How is VRAI related to Diamond Foundry?
VRAI is Diamond Foundry's jewellery brand. The diamonds it sets are grown by the same company, which is what lets it describe itself as vertically integrated from reactor to ring.
Are the diamonds real?
They are chemically diamond, grown in plasma reactors rather than mined. The company says the reactors run on renewable hydropower and markets the stones as carbon neutral.
Who from VRAI is in this directory?
Mona Akhavi, who has led VRAI since 2019. She spoke at TechVancouver in 2016 as co-founder and CEO of Sidebuy.