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Diamond Foundry Opens Synthetics Store

LA location will feature company’s Vrai & Oro jewelry brand with only lab-grown stones.
Aug 17, 2017 4:38 AM   By Rapaport News
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RAPAPORT... Diamond Foundry, the San Francisco-based producer of lab-grown diamonds, is launching its first brick-and-mortar store on Friday.  

The store in the Row DTLA district of Los Angeles will operate under the Vrai & Oro brand, an online jeweler that Diamond Foundry bought in November 2016. It will sell only lab-grown diamond jewelry manufactured at the company’s facilities in the California city.

“Having a physical store gives us the opportunity to learn from our customers on a deeper level and allows us to create a stronger connection through events, collaborations and personalized appointments,” Vanessa Stofenmacher, Vrai & Oro’s founder and creative director, told Rapaport News on Wednesday.

The brand will offer all three of its collections at the new store: Vrai & Oro Essentials, consisting of simple, everyday fine jewelry priced between $50 and $1,000; Vrai & Oro Black Label, which features formal fine jewelry for $1,200 to $8,500; and Vrai & Oro Wedding, the brand’s engagement- and wedding-ring segment, with pieces starting at $1,000.

Diamond Foundry made waves in recent years as a high-profile proponent of lab-grown diamonds, raising an estimated $100 million to set up its operations. Among its investors is actor Leonardo di Caprio, star of the 2006 film Blood Diamond, which brought world attention to the issue of conflict diamonds.
Tags: Diamond Foundry, lab-grown diamonds, Leonardo di Caprio, los angeles, Rapaport News, Silicon Valley, Synthetic diamonds, Synthetics, Vanessa Stofenmacher, Vrai & Oro
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