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Online Jeweler Closes First Physical Store

‘Retail is a true challenge.’

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Online jewelry brand Vrai & Oro has closed the store that it opened last year in its headquarters city of Los Angeles.

“The fact is that retail is a true challenge – one that we would never enter into lightly, and we have to give props to those thriving in that environment,” Vrai & Oro wrote on its website.

The store, which was the sustainability-focused brand’s first physical retail location, was located at the ROW DTLA shopping area of Los Angeles’s Warehouse District.

The store opened in August. Vrai & Oro wrote at the time: “It’s been a long-time dream of ours to have a physical space to interact with our customers in, especially here in the city we call home. The in-person relationship has always been one of our biggest inspirations in how we talk to you and want you to feel when shopping with us online.”

Now the sustainability-focused brand says it will focus on its digital experience, “which means improving our website, developing new technologies and thinking creatively about how to solve customer pain points.”

“We will still plan to meet you past our screens, phones and emails through thoughtful destination-based experiences within the next year, but our IRL experiences will be short and sweet (for now),” the brand wrote.

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Vrai & Oro was acquired in 2016 by the San Francisco-based Diamond Foundry, which produces lab-grown diamonds.

Read more from Vrai & Oro

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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