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Proprietary Award-Winning Designs
Brilliant Earth focuses on design artistry and personalization, offering proprietary collections that range from nature-inspired designs to modern minimalist styles and timeless classics. The company has received over 20 design awards for its craftsmanship. Customers can select from hundreds of settings, add personalized engravings and customizations, or work with the design team to create fully custom pieces from initial concept through completion.
VRAI also offers customization and is known for its distinctive diamond shapes, including classic rounds alongside more unconventional cuts like shield, kite, and lozenge. Like Brilliant Earth, they provide options to personalize jewelry pieces. While VRAI offers a strong selection of unique diamond cuts, they have far fewer ring setting options. Brilliant Earth emphasizes broader design variety and deeper customization options for those seeking pieces that reflect their personal style.
Seamless & Innovative Experience
Brilliant Earth pioneered the omnichannel jewelry model — first appearing online and growing to more than 40 showrooms nationwide. An appointment-based approach provides personalized attention, while digital tools — including advanced visualization and customization renderings — empower customers to explore every detail in depth before purchasing. Virtual appointments further enhance accessibility for those who prefer shopping remotely.
VRAI emphasizes a digital shopping experience with HD diamond videos. Their “Cut for You™” approach allows customers to create a custom-cut unique diamond shape and set it in a ring, which takes several weeks and is final sale. Their in-person presence, with 8 US showrooms, is more limited compared to Brilliant Earth’s growing showroom locations.
Sourcing & Sustainability
Brilliant Earth established the Beyond Conflict Free Diamond™ standard, which requires stricter sourcing than the Kimberley Process alone — and offers the largest selection of blockchain-verified diamonds in the industry, providing traceability from origin to customer. They have also launched several lab grown diamond collections, including gems grown, cut, and polished with 100% renewable energy. In addition, 99% of gold is repurposed, and transparent sourcing extends to responsibly mined colored gemstones.
VRAI emphasizes 100% renewable lab-grown diamonds rather than the broader range of responsible sourcing initiatives available at Brilliant Earth.
Pricing & Value
Brilliant Earth offers high-quality, expertly crafted jewelry at accessible price points. Customers can explore an extensive selection of natural and lab-grown diamonds, compare certifications, and filter by budget with complete transparency. A digital-first foundation and transparent sourcing allow for competitive pricing without compromising craftsmanship or values.
VRAI positions itself competitively in the lab-grown market, though certification and sourcing breadth may be less robust compared to Brilliant Earth offerings. VRAI grades its own diamonds in-house for the 4 C's (cut, color, clarity, and carat weight) rather than using independent certification from the Gemological Institute of Amera (GIA) or International Gemological Institute (IGI) like Brilliant Earth does.
Pricing comparison based on data collected on October 1, 2025.
Customer Satisfaction & Reviews
Brilliant Earth consistently earns strong feedback for unique designs, transparency, and customer service. Customers frequently highlight the personalized, pressure-free showroom and virtual appointment experience. Independent platforms like Trustpilot and The Knot reflect positive ratings tied to both mission and jewelry.
VRAI receives positive reviews for their lab diamond cuts. However, some discussions note questions about diamond certification and the depth of their sourcing transparency.
Bottom Line: Making Your Choice Between Brilliant Earth and VRAI
Both Brilliant Earth and VRAI appeal to modern jewelry buyers who value sustainability and style, but each brand brings unique strengths to the table.
When deciding between these jewelers, consider which factors matter most to you:
- Design: Choose Brilliant Earth for proprietary designs and the ability to create a piece that reflects your unique personal style.
- Shopping Experience: Both brands offer online and in-person shopping, but Brilliant Earth has more store locations, and personalized appointments that provide an elevated shopping experience.
- Sourcing: Brilliant Earth is known for setting industry-leading sourcing standards, using 99% repurposed gold, and offering the industry’s largest assortment of blockchain-verified diamonds for even greater transparency.
- Pricing: Brilliant Earth offers competitive pricing.
- Customer Reviews: Both companies receive strong customer reviews, with Brilliant Earth highlighted for its transparent sourcing, extensive customization options, and personalized service.
Ultimately, if your priority is award-winning jewelry, customizable designs, traceable sourcing, ethical practices, and competitive pricing, Brilliant Earth is the best choice.
