This online startup is challenging the traditional jewelry industry with conflict-free diamonds and custom engagement rings

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• D2C jewelry company Vrai should be on every shopper's radar for alternative, affordable fine jewelry.
• Vrai uses ethical labor practices and materials, like conflict-free lab-grown diamonds.
• The prices are also lower than what you'd find in most traditional fine jewelry stores.

For a jewelry company that stands by the values of quality, simplicity, and transparency, Vrai, which translates to "truth" in French, couldn't be a more appropriate name.

Founded in 2014, Vrai is where you can find simple, timeless, and beautiful fine jewelry — no vermeil, only 14-karat and 18-karat gold here — at a better price and through a less stressful shopping process than traditional fine jewelry retailers.

Its story has only become more interesting in the last two years. It was acquired by Diamond Foundry, a company that grows above-ground diamonds using 100% solar energy, and it launched an engagement collection, which also includes a Design Your Own Ring feature.

All of its pieces are designed and manufactured in downtown Los Angeles, with its Diamond Foundry diamonds traveling south from San Francisco. This unique localization and amount of control over the entire process allow Vrai to ensure ethical labor practices, maintain quality standards, and keep prices low.

Vrai is part of a growing movement of online jewelry startups that want to do things differently and are rewarded with loyal fan bases.

The decision to partner with Diamond Foundry, for example, was a no-brainer because of founder Vanessa Stofenmacher's desire to bring change to the industry and highlight the availability of high-quality diamonds unmarked by social and environmental issues.

Meanwhile, Vrai Weddings (VOW) and the custom design studio give newfound power to the shopper. If you don't want to go with the crowd and stand anxiously inside a jewelry store, you can instead shop stunning options online with no pressure. You're not even missing out on the physical experience of trying on rings because Vrai will send you three ring samples through its Home Try On program.

If you don't see a combination you like, that's fine, too, because the design studio lets you choose every ring feature imaginable: the setting, prong, band width, metal type, polish, engraving, diamond type, and more. There are over 3,500 style combinations possible and each ring is made to order.

Since Vrai's jewelry follows a minimalist and dainty aesthetic, you'll be hard-pressed to find something you can't see yourself wearing at your most dressed up or laid back.

Plain gold bands start at just $75, and most bracelets and necklaces are $200 to $300. More luxurious pieces aren't out of the picture: the brand's gleaming Solitaire Trillion Diamond Pendant can cost upwards of $1,800 and the Round Diamond Tennis Bracelet starts at $4,950.

Find our 10 favorite Vrai pieces below, or shop all fine jewelry at Vrai here.