Interior shot from the entry perspective of VRAI NYC. There is a long black table stretching from the front of the image to the back of the room, and on either side of the walls are wooden square displays showcasing diamond jewelryExterior shot of VRAI NYC from a city sidewalk. The storefront exterior is black and several people are seen walking past the entrance.Wooden rectangular displays of diamond jewelry. Between each wooden display are long thin mirrors that stretch from the floor to the ceiling.Shot of a hallway of VRAI NYC looking from the entrance to the rear of the storefront. To the left are wooden rectangular displays showcasing diamond jewelry. On the wall to the right is a large rectangular black diamond jewelry showcase.A white wall with a large flatscreen television displaying a diamond in the ocean. Beneath the television is a white pull-out diamond bar showcasing more jewelry.Silhouette of a woman in front of an open diamond display case, adjusting the diamonds on the black showcase wall.Wooden rectangular display showcasing diamond jewerly against a black background on a white wall. In front of the displays is the top of a black table.Main showroom for VRAI NY. A large black table is in the center of the room with two gold stools. On the walls are black and wooden rectangular display cases showcasing diamond jewelry, and next to the wooden cases is a flatscreen television. Above the large table is a diamond-shaped tube light fixture.

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.

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

Interior shot from the entry perspective of VRAI NYC. There is a long black table stretching from the front of the image to the back of the room, and on either side of the walls are wooden square displays showcasing diamond jewelryExterior shot of VRAI NYC from a city sidewalk. The storefront exterior is black and several people are seen walking past the entrance.Wooden rectangular displays of diamond jewelry. Between each wooden display are long thin mirrors that stretch from the floor to the ceiling.Shot of a hallway of VRAI NYC looking from the entrance to the rear of the storefront. To the left are wooden rectangular displays showcasing diamond jewelry. On the wall to the right is a large rectangular black diamond jewelry showcase.A white wall with a large flatscreen television displaying a diamond in the ocean. Beneath the television is a white pull-out diamond bar showcasing more jewelry.Silhouette of a woman in front of an open diamond display case, adjusting the diamonds on the black showcase wall.Wooden rectangular display showcasing diamond jewerly against a black background on a white wall. In front of the displays is the top of a black table.Main showroom for VRAI NY. A large black table is in the center of the room with two gold stools. On the walls are black and wooden rectangular display cases showcasing diamond jewelry, and next to the wooden cases is a flatscreen television. Above the large table is a diamond-shaped tube light fixture.Woman dressed in black reaching into open black rectangular display case showcasing diamonds against a white wall.Triangular tube light fixture in front of a mirror.Circular meeting table with three grey chairs in a small room. A triangular tube light fixture hangs from the ceiling, and a rectangular mirror hangs on the wall behind it.Main display table in jewelry showroom. Above the table is a rectangular mirror on the ceiling, as well as a diamond-shaped tube light fixture.Storefront sign reading VRAI hanging from an outdoor black ceiling. The rectangular sign is black with white lettering Two other store signs hang behind them.Main showroom of VRAI NY looking outward. A large display table is in the middle with rectangular wooden jewelry display cases on either side of the wall. Above the table is a rectangular mirror and a diamond-shaped tube light fixture.Floor plan drawing of VRAY NYC, outlining the entry, main room, three VIP private rooms, stairwell, and restroom

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.

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

Interior shot from the entry perspective of VRAI NYC. There is a long black table stretching from the front of the image to the back of the room, and on either side of the walls are wooden square displays showcasing diamond jewelryExterior shot of VRAI NYC from a city sidewalk. The storefront exterior is black and several people are seen walking past the entrance.Wooden rectangular displays of diamond jewelry. Between each wooden display are long thin mirrors that stretch from the floor to the ceiling.Shot of a hallway of VRAI NYC looking from the entrance to the rear of the storefront. To the left are wooden rectangular displays showcasing diamond jewelry. On the wall to the right is a large rectangular black diamond jewelry showcase.A white wall with a large flatscreen television displaying a diamond in the ocean. Beneath the television is a white pull-out diamond bar showcasing more jewelry.Silhouette of a woman in front of an open diamond display case, adjusting the diamonds on the black showcase wall.Wooden rectangular display showcasing diamond jewerly against a black background on a white wall. In front of the displays is the top of a black table.Main showroom for VRAI NY. A large black table is in the center of the room with two gold stools. On the walls are black and wooden rectangular display cases showcasing diamond jewelry, and next to the wooden cases is a flatscreen television. Above the large table is a diamond-shaped tube light fixture.Woman dressed in black reaching into open black rectangular display case showcasing diamonds against a white wall.Triangular tube light fixture in front of a mirror.Circular meeting table with three grey chairs in a small room. A triangular tube light fixture hangs from the ceiling, and a rectangular mirror hangs on the wall behind it.Main display table in jewelry showroom. Above the table is a rectangular mirror on the ceiling, as well as a diamond-shaped tube light fixture.Storefront sign reading VRAI hanging from an outdoor black ceiling. The rectangular sign is black with white lettering Two other store signs hang behind them.Main showroom of VRAI NY looking outward. A large display table is in the middle with rectangular wooden jewelry display cases on either side of the wall. Above the table is a rectangular mirror and a diamond-shaped tube light fixture.VRAI NYVRAI NYVRAI NYFloor plan drawing of VRAY NYC, outlining the entry, main room, three VIP private rooms, stairwell, and restroom

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.

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

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.

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

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 NYExterior shot of VRAI NYC from a city sidewalk. The storefront exterior is black and several people are seen walking past the entrance.Wooden rectangular displays of diamond jewelry. Between each wooden display are long thin mirrors that stretch from the floor to the ceiling.Shot of a hallway of VRAI NYC looking from the entrance to the rear of the storefront. To the left are wooden rectangular displays showcasing diamond jewelry. On the wall to the right is a large rectangular black diamond jewelry showcase.A white wall with a large flatscreen television displaying a diamond in the ocean. Beneath the television is a white pull-out diamond bar showcasing more jewelry.Silhouette of a woman in front of an open diamond display case, adjusting the diamonds on the black showcase wall.Wooden rectangular display showcasing diamond jewerly against a black background on a white wall. In front of the displays is the top of a black table.Main showroom for VRAI NY. A large black table is in the center of the room with two gold stools. On the walls are black and wooden rectangular display cases showcasing diamond jewelry, and next to the wooden cases is a flatscreen television. Above the large table is a diamond-shaped tube light fixture.Woman dressed in black reaching into open black rectangular display case showcasing diamonds against a white wall.Triangular tube light fixture in front of a mirror.Circular meeting table with three grey chairs in a small room. A triangular tube light fixture hangs from the ceiling, and a rectangular mirror hangs on the wall behind it.Main display table in jewelry showroom. Above the table is a rectangular mirror on the ceiling, as well as a diamond-shaped tube light fixture.Floor plan drawing of VRAY NYC, outlining the entry, main room, three VIP private rooms, stairwell, and restroom

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.

DESIGN TEAM:

DESIGN PRINCIPAL: Cass Calder Smith

PROJECT ARCHITECT: Susana Alanis

INTERIOR DESIGNER: Nathan Reed

SOURCES:

Custom fixture fabrication: BBW+L, Italy

Floors: stained white oak, reclaimed

Walls and Ceilings: smooth sheetrock with low VOC paint

Glass at VIP Rooms: low-iron glass

Suspended light fixtures: Juniper, LED, brass finish

Decorative Lighting: LED, Low efficacy, Juniper Lighting

Stools: Overgaard & Dyrman

Chairs: Modernica

VIP room tables: Phase Design

Rug: Tai Ping

PHOTOGRAPHY: Ryan Forbes

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