VRAI NEW YORK

VRAI, a pioneer in sustainable fine jewelry, opened its latest store in the heart of New York City's vibrant Meatpacking District. This new space reflects VRAI's commitment to timeless elegance, craftsmanship, and sustainability. Known for creating diamonds in their own certified zero-emission foundry in the United States, powered entirely by renewable energy, VRAI brings an innovative approach to the fine jewelry market.

The store's design, in collaboration with Cass Calder Smith Architecture + Interiors, is inspired by the ambiance of an art gallery, offering a luxurious environment where jewelry and diamonds are showcased as exquisite pieces of art. This concept was envisioned from the very beginning and is evident in every aspect of the store, from the meticulously designed space to the carefully selected furniture and fixtures.

Upon entering the showroom, visitors are greeted by primary viewing cases at eye level on each wall, a deliberate design choice that departs from traditional jewelry displays. These cases, inspired by the sculptures of Donald Judd from the 1970s, feature bleached walnut and are custom-designed to present VRAI's high-jewelry collections. The use of non-glare glass, like that used in fine art framing, and strategically placed lighting enhances the natural brilliance of each piece.

Above the center table hangs a delicate geometric-shaped light fixture, and above that, a mirror panel flush with the ceiling doubles what's seen on the table. At the front of the table, three glass polygon cases, inspired by VRAI’s rough diamonds, showcase VRAI’s unique diamond origin story and the craftsmanship of their master cutters.

The Diamond Bar Case, situated on the rear wall, showcases VRAI's 30 unique diamond shapes, each cut to the top 1% in the world for incredible scintillation and brilliance. Additionally, the store features three VIP rooms designed for private viewings and consultations, providing an intimate setting for personalized service.

This project is a collaboration between VRAI and Cass Calder Smith Architecture, with each element of the design and fabrication, including the unique wall cases and Maker Table, custom-made in Italy by BBWELL. This partnership reflects a shared vision for craftsmanship and innovation.

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VRAI NEW YORK

VRAI, a pioneer in sustainable fine jewelry, opened its latest store in the heart of New York City's vibrant Meatpacking District. This new space reflects VRAI's commitment to timeless elegance, craftsmanship, and sustainability. Known for creating diamonds in their own certified zero-emission foundry in the United States, powered entirely by renewable energy, VRAI brings an innovative approach to the fine jewelry market.

The store's design, in collaboration with Cass Calder Smith Architecture + Interiors, is inspired by the ambiance of an art gallery, offering a luxurious environment where jewelry and diamonds are showcased as exquisite pieces of art. This concept was envisioned from the very beginning and is evident in every aspect of the store, from the meticulously designed space to the carefully selected furniture and fixtures.

Upon entering the showroom, visitors are greeted by primary viewing cases at eye level on each wall, a deliberate design choice that departs from traditional jewelry displays. These cases, inspired by the sculptures of Donald Judd from the 1970s, feature bleached walnut and are custom-designed to present VRAI's high-jewelry collections. The use of non-glare glass, like that used in fine art framing, and strategically placed lighting enhances the natural brilliance of each piece.

Above the center table hangs a delicate geometric-shaped light fixture, and above that, a mirror panel flush with the ceiling doubles what's seen on the table. At the front of the table, three glass polygon cases, inspired by VRAI’s rough diamonds, showcase VRAI’s unique diamond origin story and the craftsmanship of their master cutters.

The Diamond Bar Case, situated on the rear wall, showcases VRAI's 30 unique diamond shapes, each cut to the top 1% in the world for incredible scintillation and brilliance. Additionally, the store features three VIP rooms designed for private viewings and consultations, providing an intimate setting for personalized service.

This project is a collaboration between VRAI and Cass Calder Smith Architecture, with each element of the design and fabrication, including the unique wall cases and Maker Table, custom-made in Italy by BBWELL. This partnership reflects a shared vision for craftsmanship and innovation.

‍

VRAI NEW YORK

VRAI, a pioneer in sustainable fine jewelry, opened its latest store in the heart of New York City's vibrant Meatpacking District. This new space reflects VRAI's commitment to timeless elegance, craftsmanship, and sustainability. Known for creating diamonds in their own certified zero-emission foundry in the United States, powered entirely by renewable energy, VRAI brings an innovative approach to the fine jewelry market.

The store's design, in collaboration with Cass Calder Smith Architecture + Interiors, is inspired by the ambiance of an art gallery, offering a luxurious environment where jewelry and diamonds are showcased as exquisite pieces of art. This concept was envisioned from the very beginning and is evident in every aspect of the store, from the meticulously designed space to the carefully selected furniture and fixtures.

Upon entering the showroom, visitors are greeted by primary viewing cases at eye level on each wall, a deliberate design choice that departs from traditional jewelry displays. These cases, inspired by the sculptures of Donald Judd from the 1970s, feature bleached walnut and are custom-designed to present VRAI's high-jewelry collections. The use of non-glare glass, like that used in fine art framing, and strategically placed lighting enhances the natural brilliance of each piece.

Above the center table hangs a delicate geometric-shaped light fixture, and above that, a mirror panel flush with the ceiling doubles what's seen on the table. At the front of the table, three glass polygon cases, inspired by VRAI’s rough diamonds, showcase VRAI’s unique diamond origin story and the craftsmanship of their master cutters.

The Diamond Bar Case, situated on the rear wall, showcases VRAI's 30 unique diamond shapes, each cut to the top 1% in the world for incredible scintillation and brilliance. Additionally, the store features three VIP rooms designed for private viewings and consultations, providing an intimate setting for personalized service.

This project is a collaboration between VRAI and Cass Calder Smith Architecture, with each element of the design and fabrication, including the unique wall cases and Maker Table, custom-made in Italy by BBWELL. This partnership reflects a shared vision for craftsmanship and innovation.

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