Start with Our Diamond Quiz
Proprietary Award-Winning Designs
At Brilliant Earth, we emphasize artistry and personalization as cornerstones of our brand. With more than 20 design awards recognizing our craftsmanship, our styles span nature-inspired motifs, modern minimalism, and timeless classics. Customers can choose from hundreds of settings, personalize with engravings or modifications, or collaborate with our design team to create a bespoke piece from concept to completion.
VRAI, by contrast, is known for its mastery of diamond cutting and distinctive shapes. Their collection includes 30+ unique cuts, from classic rounds to more unconventional options like Shield, Kite, and Lozenge. Their designs often reflect a clean, California-inspired aesthetic that resonates with fashion-forward buyers. While their offering is strong in diamond variety, their customization options are less extensive than what we provide at Brilliant Earth.
Seamless & Innovative Experience
Brilliant Earth pioneered the omnichannel jewelry model — we first launched online and now have more than 40 showrooms worldwide. Our appointment-based approach provides personalized attention, while our digital tools — including advanced visualization, stacking previews, 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 an elegant digital shopping experience with crisp imagery, HD diamond videos, and a streamlined website. Their “Cut for You™” approach allows customers to build engagement rings starting with a diamond or a setting. While their online tools are intuitive, their in-person presence is more limited compared to Brilliant Earth’s growing showroom network.
Sourcing & Sustainability
Our approaches to sustainability differ. At Brilliant Earth, we established the Beyond Conflict Free Diamond™ standard, which requires stricter sourcing than the Kimberley Process alone. We offer the largest selection of blockchain-verified diamonds in the industry, ensuring traceability from origin to customer. In addition, 99% of our gold is repurposed, and our transparent sourcing extends to responsibly mined colored gemstones — a category where many jewelers, including VRAI, provide less transparency.
VRAI focuses exclusively on lab-grown diamonds made in a zero-emission foundry powered by renewable energy. Their commitment to carbon neutrality is a defining strength. However, their sustainability narrative is narrower, emphasizing lab-grown diamonds rather than the broader range of responsible sourcing initiatives available at Brilliant Earth.
Pricing & Value
At Brilliant Earth, we believe value comes from offering high-quality, expertly crafted jewelry at accessible price points. Customers can explore both natural and lab-grown diamonds, compare certifications, and filter by budget with complete transparency. Our digital-first foundation and transparent sourcing allow us to provide competitive pricing without compromising craftsmanship or our values.
VRAI positions itself competitively in the lab-grown market, often at appealing price points for buyers seeking sustainability and distinctive cuts. Their value proposition is strongest for customers who prioritize carbon-neutral lab diamonds, though certification and sourcing breadth may be less robust compared to our offerings.
Customer Satisfaction & Reviews
Brilliant Earth consistently earns strong feedback for our transparency, customer service, and design flexibility. 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 our ethical mission and finished products.
VRAI receives positive reviews for their lab diamond cuts and their sleek, fashion-forward designs. Customers often comment on the quality of their pieces relative to price. 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: Award-winning customization is stronger at Brilliant Earth vs. the specialty of distinctive diamond cuts at VRAI
- Shopping Experience: Our omnichannel approach with global showrooms vs. VRAI’s digital-first presence
- Sourcing: Broad sustainability initiatives, blockchain verification, and repurposed metals are priorities at Brilliant Earth vs. the exclusive focus on carbon-neutral lab-grown diamonds at VRAI
- Pricing: Transparent, flexible pricing across natural and lab diamonds at Brilliant Earth vs. competitive lab-grown prices at VRAI
- Customer Reviews: Our strong third-party ratings highlight transparency, award-winning artistry, and customer service vs. VRAI’s praise for diamond brilliance and minimalist style
Ultimately, if your priority is extensive customization options, a seamless omnichannel shopping experience, and unmatched craftsmanship, Brilliant Earth may be the right fit. If you’re seeking carbon-neutral lab-grown diamonds with distinctive cuts and a strong digital-first presence, VRAI offers a strong alternative. Both brands deliver quality fine jewelry — your choice depends on which values resonate most with you.
