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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

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If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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