Luxury Briefing: How Vrai plans to become the Tiffany & Co. of lab-grown diamonds

3 weeks ago 10

This week, a spotlight on the lab-grown diamond market leader ambitions and corresponding strategies of jewelry brand Vrai.

Ten years ago, Vrai launched as a digitally native fine jewelry brand focused on controversial lab-grown diamonds. Now, with new ownership, nine global stores, A-list partners and a sold-on-the-concept consumer audience, Vrai is targeting “legacy luxury maison” status.

“There is no leader in the sustainably created diamond space,” said Mona Akhavi, president and CEO of Vrai. “Our goal is to take the leadership position, in the same way that Tiffany & Co. and Cartier are leaders in their space.”

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