Brilliant Earth vs. Vrai Comparison 2024 – Which is the Best Online Jeweler?

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If you want to purchase a diamond and have decided on a lab-grown diamond, you’ve probably come across Vrai and Brilliant Earth, two leading diamond retailers offering ethical and sustainable lab-grown diamonds. In this review, we’ll compare Brilliant Earth vs. Vrai and see who comes out on top.

Both Vrai and Brilliant Earth boast a large selection of high-quality lab-grown diamonds, excellent customer service, and high-quality diamonds and jewelry.

Both Brilliant Earth and Vrai stand out for their focus on sustainability and eco-friendly practices. Vrai exclusively sells lab-grown diamonds that are created using 100% renewable energy. Brilliant Earth, conversely, sells both (ethical) mined and lab-grown diamonds (the only truly ethical diamond choice).

In addition, Brilliant Earth offers a subset of lab-grown diamonds that are 100% sustainable and, like Vrai, uses sustainable and eco-friendly practices throughout the process. We’ll get more into that. We’ll discuss that later in our Vrai vs. Brilliant Earth comparison.

So what’s the difference, and is one better than the other? This guide will compare Vrai vs. Brilliant Earth to help you decide where to buy your next diamond jewelry.

PROMO ALERT! : Free diamond gifts with purchase at Brilliant Earth!

Quick comparison of Brilliant Earth vs. Vrai

Introduction to Brilliant Earth

Brilliant Earth vs Vrai: What we like about Brilliant Earth.

Brilliant Earth was founded in 2005 to offer more ethical and sustainable diamonds. It is one of the most prominent online diamond jewelers, carrying many lab-grown and mined diamonds.

Brilliant Earth offers a wide selection of gorgeous jewelry styles designed in its San Francisco studio. It also provides sustainably graded lab-grown diamonds, uses precious recycled metals, offsets carbon emissions, and uses recycled materials and packaging.

Learn more in the detailed review of Brilliant Earth.

Introduction to Vrai

Vrai vs Brilliant Earth: What we like about Vrai.

Vrai, first called Vrai and Oro, was founded to create a simpler and cheaper approach to buying and designing jewelry. They quickly gained a following by focusing on cutting costs and creating simple yet beautiful jewelry designs.

Today, Vrai is just called “Vrai” and continues to grow. It has opened flagship stores on the West Coast, Spain, and China. They have been acquired by Diamond Foundry, which is famous for two things. 1) being co-owned by Leonardo DiCaprio and 2) creating 100% sustainable lab diamonds powered solely using renewable energy. Vrai exclusively uses diamonds from Diamond Foundry and, thus, is entirely sustainable and carbon-neutral.

Read more about Vrai in our in-depth review of Vrai.

Brilliant Earth vs. Vrai: Lab-grown diamond selection

First, we’ll compare Brilliant Earth’s diamond inventory with Vrai’s and see which has the better diamond and jewelry selection.

Brilliant Earth diamond quality and inventory

Brilliant Earth boasts one of the largest inventories of high-quality lab-grown diamonds. Our Brilliant Review found that they have over 50,000 loose lab-created diamonds. When looking for our reference diamond (see below), we found more than 400 matches in their inventory, of which most were of excellent quality.

Our reference diamond is a round brilliant-cut lab-grown diamond between 0.93-1.07 carats (tip: you can often save by going just below one full carat). The reference clarity is in the range VS1 to VS2 and with a color grade of I or J. The diamond cut grade is always the best, which for most lab-grown diamonds (certified by IGI) is ideal.

Brilliant Earth also offers a wide selection of jewelry designs, covering everything from classic styles to more contemporary and unique creations. In addition, Brilliant Earth lets you build your own diamond jewelry by pairing it with loose lab-grown diamonds that you pick from their extensive inventory. That generally means you get much better quality than pre-set diamond jewelry, often paired with sub-par diamonds.

Vrai diamond quality and inventory

Vrai, on the other hand, has a smaller selection of loose diamonds, and we only found 15 diamonds with our reference diamond grades. However, as we’ll note below, the loose diamonds at Vrai are meant for diamond (engagement) rings, and therefore, their inventory is skewed towards larger stones.

With that in mind, Vrai still has a reasonably good selection of lab-grown diamonds. It’s smaller than leading lab-grown diamond jewelers, such as Ritani, Clean Origin, and Brilliant Earth.

You can build your own diamond ring at Vrai. However, you cannot build other jewelry pieces by picking the diamonds from their inventory. So, for diamond rings, you’ll be able to find the most suitable diamond for your needs. However, with their pre-set jewelry, you’ll have to contend with what pairings Vrai has decided.

Most diamond jewelers tend to pair pre-set jewelry with lower-quality diamonds. Vrai is an exception in that they generally pair with higher-quality diamonds. But, as we’ll note later, Vrai does not use independent diamond graders; thus, you can’t necessarily trust the diamond grades (the diamond 4Cs).

The second part of Vrai is luxury and a premium brand feel. Through collaborations with household-name designers, unique collections, celebrity endorsements, and partnerships, Vrai has created a valuable jewelry brand in the lab diamond space.

Vrai has an extensive collection of pre-set jewelry, which makes sense given the brand’s focus on designer jewelry collaborations and minimalistic design ethos. As a result, Vrai’s designs range from slightly different takes on classic jewelry pieces, such as the martini stud earrings, to bespoke and unique pieces that you will not find anywhere else.

Vrai makes up for it by offering some of the most gorgeous and stylish diamond jewelry designs. In fact, with Vrai’s focus on sustainability (which we’ll get into later), its unique selling point is its stunning jewelry design. So, Vrai is, in some ways, closer to a fashion jeweler but with high-quality and sustainable diamonds.

Brilliant Earth vs. Vrai: Price comparison

The next step in our Brilliant Earth vs. Vrai review is to compare the prices of Vrai vs. Brilliant Earth. We’ll start with Brilliant Earth.

Brilliant Earth diamond prices

Brilliant Earth offers some of the lowest and most competitive prices for loose lab-grown diamonds on the market. Compared with some of the other price leaders, Brilliant Earth is similar to Ritani and Clean Origin, so you’ll be sure to make a great deal at Brilliant Earth.

When comparing with our reference diamond (see above), the prices at Brilliant Earth ranged from $1,100 to $1,890. This is among the lowest we’ve seen in our comparisons with other diamond jewelers and only slightly higher than Clean Origin and Ritani (the price leaders).

Brilliacompareds jewelry settings are generally very reasonably priced, so the total price will be very low for whatever jewelry pieces you pair with their low-priced lab diamonds. As we mentioned above, the quality of their lab diamonds is often excellent. So you’ll not only get a great diamond, but you’ll get it at the best price possible.

However, Brilliant Earth’s pre-set diamond jewelry prices are a little more mixed. We’ve found that they tend to be a little higher than price-leaders Ritani and Clean Origin, while they are on par for some designs. That said, we don’t recommend purchasing a pre-set jewelry piece at Brilliant Earth but instead using their fantastic build-your-own jewelry option. As a result, you’ll get a much better diamond for the same price!

Vrai diamond prices

Vrai, on the other hand, is on the pricier side. Nevertheless, their prices are comparable to the likes of Kimaï and other design-first diamond jewelers. We pointed to the same when we compared prices in our review of Vrai.

Our reference diamond costs between $1,200 and $2,000, which is higher than James Allen, Ritani, Brilliant Earth, and Clean Origin.

But, unlike our highest-rated diamond retailers, the diamonds at Vrai are graded in-house at Diamond Foundry by GIA Certified Gemologists to provide diamond certificates, not to be confused with a GIA certification.

That means that Diamond Foundry grades its homework, which can be problematic. So we recommend that you either pay for an independent grading or make sure you can return the jewelry if you don’t think it lives up to the diamond grades they’ve awarded themselves.

Adding the value of a grading certificate ($2-400) makes the prices for loose diamonds at Vrai less competitive.

However, if the jewelry design is more important to you and you’re willing to shell out extra for their unique and stunning jewelry (and brand name), Vrai is an excellent option. In our view, Vrai offers the most beautiful and exquisite jewelry designs, which may make the premium price worth it. So, if you are ok with not receiving an independently graded (but usually high-quality) diamond and love their designs, then Vrai’s prices are justified and reasonable.

Brilliant Earth vs. Vrai: Shopping experience

The shopping experience, including the ability to inspect prospective diamonds, is perhaps the most essential part of a diamond purchase. In the following, we’ll compare the buying experience at Vrai vs. Brilliant Earth.

The brilliant Earth shopping experience

The shopping experience at Brilliant Earth is excellent. The experience is straightforward and effortless. Their site is easy to navigate. All information you need to assess diamond quality is readily available, except for the diamond certificates popping up in low (but legible) quality.

Brilliant Earth offers superior diamond inspection abilities and expert support through trained gemologists. You can email or chat with them or set up a virtual meeting to walk you through the process.

Where Brilliant Earth stands out is its build-your-own diamond jewelry. While other jewelers also offer this service, you can build almost all diamond jewelry yourself at Brilliant Earth.

Many other places only allow you to pick your diamonds for (engagement) rings or very standard jewelry pieces (e.g., diamond stud earrings). This is great as we always strongly advocate that you pick your diamond pairing since you’ll get a much better diamond (and avoid the sub-par pre-set pairings).

Building your diamond jewelry at Brilliant Earth is very easy, but should you need help, you can always contact their highly qualified support. In addition to online service and support, Brilliant Earth has 19 locations across America.

The Vrai shopping experience

The shopping experience at Vrai is also great, almost as good as at Brilliant Earth. The website is easy to use, and finding the right jewelry or diamonds is effortless. The site looks great, is very clean and modern, and is not overwhelmed by clutter and banners.

The diamond assessment and inspection at Vrai are not as good as those of some leading diamond jewelers, namely James Allen, Brilliant Earth, and Clean Origin. The biggest issue is their lack of independent diamond grading. However, we would also like better access to HD images.

Their support is excellent, and you’ll be guided along the way. However, while courteous, extremely helpful, and friendly, they were not as knowledgeable as the trained gemologists you may experience at James Allen, Ritani, Clean Origin, or Brilliant Earth.

At Vrai, you can only customize and pick your diamond when you shop for a diamond (engagement) ring. The process is very easy and comparable to other leading jewelers. First, choose the ring design and the diamond grades you prefer and start inspecting.

The overall shopping experience at Vrai was smooth and easy. Navigation is simple, and the structure makes sense. You are guided through the buying process, and the whole experience is relatively effortless. This is mainly the case when buying pre-set jewelry while building your engagement ring is a little more cumbersome.

Part of the hassle is dealing with the missing filters, but it’s not too bad. The biggest challenge is the diamond inspection part of the buying process, which is critical for any diamond jewelry purchase.

Brilliant Earth vs. Vrai: Sustainability

Both Vrai and Brilliant Earth are leaders in sustainability and ethical diamond retail. In the following, we’ll compare Vrai vs. Brilliant Earth to see who offers the more sustainable diamond options.

Brilliant Earth sustainability

Both Brilliant Earth and Vrai are fully committed to being eco-friendly, sustainable, and ethical in the diamond trade and production.

Brilliant Earth was started to improve sustainability and give conscious buyers a better ethical diamond choice. From the onset, they focused on challenging the diamond industry to increase its positive impact on society.

Brilliant Earth sells both mined and lab-created diamonds. While we focus on their lab-grown diamonds, they also have a vast selection of ethically mined diamonds. While we don’t believe mined diamonds can be guaranteed to be ethical (as opposed to the always ethical choice of lab-grown diamonds), it’s an improvement.

In addition, Brilliant Earth has started offering sustainably graded lab-grown diamonds produced using sustainable energy sources and following specific guidelines. While the selection is still somewhat limited, it makes them comparable to Vrai, as we’ll get back to later.

Brilliant Earth doesn’t just stop at sustainable diamonds but also goes out of its way to limit its environmental impact. For example, their packaging is sustainable and carbon-neutral, while they use recycled metals in their jewelry production.

Read more about Brilliant Earth’s commitment to sustainability in our review.

Vrai sustainability

Vrai was similarly founded with a vision to improve the impact of the diamond trade and its sustainability. To start, Vrai sold mined diamonds but later moved to sell only the conscious diamond choice: lab-grown diamonds.

Since being acquired by Diamond Foundry, a leading lab diamond producer committed to sustainability and only using renewable energy, Vrai is now a leading sustainable diamond jeweler. They only use diamonds from Diamond Foundry.

Like Brilliant Earth, Vrai has invested in further reducing any negative environmental impact. Vrai also uses recycled and compostable packing materials and recycled jewelry metals.

Learn more about Vrai’s commitment to sustainability in our Vrai review.

Brilliant Earth vs. Vrai: Shipping and Returns

Brilliant Earth offers free FedEx shipping on every US, Canadian, UK, and Australian order, while Vrai offers complimentary US standard delivery (5-7 business days) for all orders.

Both Vrai and Brilliant Earth offer 30 days of free return.

Unlike Brilliant Earth (and most other retailers), Vrai allows refunding engraving items (minus the engraving fee). That is particularly important if you buy an engagement ring or wedding band, which you will often want to have engraved.

Do note that Vrai deducts a $200 recycling fee from each engagement ring refund unless you accept to have your refund applied to a non-refundable VRAI digital gift card.

Brilliant Earth vs. Vrai: Pros and Cons

Below, we have listed the pros and cons of Vrai vs. Brilliant Earth so that you can better decide between the two.

What we like about Brilliant Earth (Pros)

Brilliant Earth has a large inventory of lab-created diamonds and colored lab diamonds.
Brilliant Earth has a good selection of lab diamond jewelry (many other retailers mainly offer mined diamond jewelry).
Diamonds have high-quality pictures and 360-degree videos and links directly to the lab-grown diamond report.
Jewelry is produced with recycled precious metals.
Brilliant Earth offers a large number of settings, styles, and shapes, so you can be sure to find the ring (or pair of diamond earrings) that fits your needs.
Diamonds are graded by IGI, and the diamond certificates are available online.
The Brilliant Earth website is intuitive and very easy to navigate.
Brilliant Earth provides excellent support via chat and email, and you can even set up a virtual appointment with a jewelry consultant.
They have 19 showroom locations in the US.
One complimentary resizing for a standard ring style with free shipping (both ways) 60 days from purchase.
The engagement ring boxes are made from responsibly sourced wood (FSC certified forests).
All shipping packaging is made with post-consumer recycled content.
Free FedEx shipping on every US, Canadian, UK, and Australian order.
Free lifetime manufacturing warranty.

What we don’t like about Brilliant Earth (Cons)

Custom, modified, and engraved rings are subject to resize fees.
You have to zoom in a little to read the lab-grown diamond report.
Overnight and Saturday delivery are an additional $30.

What we like about Vrai (Pros)

Vrai’s diamonds are 100% sustainable zero-emission diamonds from Diamond Foundry (their owner).
Vrai is dedicated to selling only the most ethical diamonds: lab-grown diamonds.
Incredibly stunning jewelry designs that are beyond what you’ll find elsewhere.
All loose Vrai diamonds feature 360-degree videos so that you can inspect them, and detailed diamond data is available.
Jewelry is created using recycled precious metals.
The website is intuitive and straightforward to navigate, and it’s possible to build your own engagement ring, which is very easy.
Vrai has excellent and enthusiastic support, who are exceptionally friendly.
They have showroom locations in California, China, and Spain (should you be there).
While an independent laboratory does not grade diamonds, the diamond quality is usually very high.
All shipping packaging is made with post-consumer recycled content.
Free lifetime manufacturing warranty.

What we don’t like about Vrai (Cons)

Independent laboratories do not grade Vrai’s diamonds.
It’s only possible to build your own engagement ring, not other jewelry.
Prices are higher than price-leading Ritani, Clean Origin, and Brilliant Earth (though to some extent justified).
A somewhat steep recycling fee of $200.
Overnight or express delivery is not standard.

Summary Brilliant Earth vs. Vrai Comparison

Who came out best in our Vrai vs. Brilliant Earth review? It really depends on what you’re shopping for and your personal preferences. Both Vrai and Brilliant Earth are fantastic choices if you’re shopping for sustainable and lab-grown diamonds.

If you’re looking to customize a pair of lab-grown diamond earrings, for instance, then Brilliant Earth is the way to go. They offer the opportunity to select your lab-grown diamond and setting. We always recommend doing this because you’ll end up with the best possible stone within your budget instead of a subpar diamond that pre-set jewelry usually comes with.

In addition, Brilliant Earth offers lower prices on loose diamonds, and they are all independently graded. So if you are shopping for more standard jewelry, including most engagement rings, and the diamond is more important than a unique design, the Brilliant Earth is the obvious choice.

However, if you’re shopping for ready-to-ship jewelry and designs that are more important than the diamond, Vrai is the best choice. Vrai has an extensive and unique selection of earrings, bracelets, rings, and pieces you will not find anywhere else. In addition, Vrai has a more modern and edgy selection of lab-grown diamond jewelry than other diamond retailers.

Brilliant Earth and Vrai are both leaders in sustainability and the ethical diamond trade. While Vrai has a slight edge over Brilliant Earth because all their diamonds are 100% zero-emission lab diamonds, Brilliant Earth has an extensive selection of similarly “sustainable graded diamonds.”

More diamond seller comparisons and reviews

At, we review all the best (and not-so-great) lab-grown diamond sellers to help you find the best places to purchase diamond jewelry. We compare diamond sellers in our vs. reviews to help you decide between specific jewelers – should you be split.

Read our review of Clean Origin vs. Vrai to see if Vrai is better than Clean Origin.

See our Clean Origin vs. Brilliant Earth comparison to learn how Brilliant Earth stacks up to Clean Origin.

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Rolf Hartmann
Rolf Hartmann

Rolf Hartmann has decades of experience in the jewelry industry. He knows everything you need to know to find the perfect diamond. He's an expert in lab-grown diamonds and has followed the exciting development of lab diamonds from industrial usage to the incredible gemstone quality that lab-grown diamonds are today. Rolf guides you to find the right diamond at the best possible price and expertly and transparently reviews all lab-grown diamond sellers.

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