The fine jewelry industry is practically being turned on its head:
Author:Dhani MauUpdated:Oct 15, 2018Original:Dec 4, 2017It may be gift-giving season, but an increasing number of people— millennial women, especially — are buying jewelry for themselves these days.
Related LinksBaublebar Launches a Line of Affordable Fine JewelryHow Anna Sheffield Is Building a Nontraditional Jewelry Empire With Responsibility at Its CoreWhy Is No One Talking About This Secret Parisian Haute Jewelry SchoolMore recently, a number of entrepreneurs have gone a step further to take the digital-first, direct-to-consumer business model that's worked for companies like Warby Parker, Everlane and Glossier, and apply it to fine jewelry.
Vrai & OroLaunched in 2014, Los Angeles-based Vrai & Oro makes delicate jewelry for everyday wear in addition to a wedding collection and "black label" collection of higher-end diamond pieces. The materials are what differentiate this brand: The diamonds come from Diamond Foundry — a Silicon Valley-based firm that produces lab-grown diamonds and acquired Vrai & Oro this year.
"It's such a saturated market... it's hard to gain people's trust these days, especially with millennials shopping; they have so many options to choose from," Founder Jennie Yoon told me of the giveaway idea. "I thought this might be the best way: I know once they see the packaging and my personalized note that went in every box, I know people will know that there's a person behind every [piece of] jewelry that's being made.
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