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Mona Akhavi, CEO of lab-grown diamonds label Vrai, didn’t initially set out to head up an innovative jewellery brand. Yet, her background in technology and passion for creating positive social change have helped shape one of the most disruptive, trailblazing companies in the sustainable-diamond industry. Here, as part of our Women Who Win series, Akhavi talks burnout, balance and staying true to her core beliefs with Penny Goldstone.
“The brand was born with the intention of
serving women like me; a woman for whom looking good means looking like herself, as opposed to
trying to please someone else”
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Take us back to the beginning of your career…
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I originally studied engineering and worked in that industry for three years, so I launched my business later on in life. At 26, I left my job in France and came to London to study jewellery design. That was almost 10 years ago. I basically used my studies to start working on my business plan. Every time I had a school project, I would design pieces that would be part of my future collection. But I didn’t have a lot of experience in business; I had no idea what a small business was, how to hire, or how to be a manager. I had no connections whatsoever in London – nor in fashion or design.
Take me back to the beginning of your business.
“I grew up with jewellery and gems – they were always the most meaningful gift for every occasion in my family. Often, these pieces were custom-made, thoughtfully designed and personalised to symbolise milestones, occasions, birthdays, graduations or unions. It was this interest in creation and innovation that kick-started my initial career as an engineer in technology. I never planned to manage a diamond brand, but I was very aware of the mining industry growing up in Canada; I knew mine owners and [was familiar with] the business dynamics.
“My real passion was always in social impact and sustainable technologies, so when [parent company Diamond Foundry] offered me the opportunity to help build Vrai, it felt like the perfect match. We wanted to disrupt the murky world of diamond jewellery – an industry that hadn’t seen innovation in decades nor been held accountable for transparency.
“Now, with innovation and our technology, we can offer the transparency of origin and quality craftsmanship educated consumers are looking for.”
“Innovation is something we’ll never compromise on. We stay true to our DNA, which is rooted in radical transparency. Innovation means pushing boundaries, and as a technology-driven, digital-first company, we can test, learn from data, and iterate quickly to evolve with our consumers and shift the market. That’s our strength as a company. If we don’t push boundaries, we’re compromising.
“We’re not trying to be like luxury legacy brands. From our internal operations and store designs to our collaborations with artists, industrial designers, tastemakers and stylists, we’re not afraid to be original. For example, our new ‘Cut for You’ service (last year’s honoree at the Fast Company Innovation by Design Awards) is a first in the industry, allowing consumers to cut their own diamond to order, selecting from 30 diamond shapes.”
What’s one thing you’d never compromise on when it comes to business?
“You don’t know what you don’t know (until you do). This is especially true when building a new business: new team, new brand, new technologies, a new market category – all while operating through challenges like a pandemic, competitor sabotage, political and market turmoil, and the fast-paced demands of growth.
“The biggest lesson I’ve learned is that when you’re inventing a new playbook, you can’t even anticipate all the challenges you’ll face. At Vrai, we didn’t just set out to build a new brand, we were also educating the market about the negative impacts of mining and offering a better option – a lab-grown diamond created with state-of-the-art technology and net-zero-emissions production. We were the underdogs when we started, going up against an established, decades-old diamond industry that had spent hundreds of millions of dollars marketing myths, like mined diamonds are rare, valuable and superior. This messaging has caused environmental harm and exploited communities, with prices inflated by middlemen controlling supply and demand.
“We wanted to expose the truth and create transparency in diamond jewellery, an industry that needed change for decades. We also wanted to empower consumers to design their own jewellery, tell their own story, and create something that aligns with their values. There was no playbook for this, but with the right skills, intuition, passion for the mission and a dedicated team, we were able to solve challenges that had never been tackled before.”
What has been your biggest challenge to date – and what lessons did you learn?
“Saying yes when I should have said no. There was a time in my life when I was overcommitted professionally and personally, and the cost to my mental and physical health was tremendous. I now know to protect my time with vigour.”
What is the biggest mistake you’ve made?
“[One of our] tennis bracelets – a string of diamonds on your wrist is such a classic indulgence piece, but I never felt good about wearing one before. I’d think about the negative impacts of mining – like climate harm and social injustice in mining communities, especially for women and children – so it didn’t feel luxurious to me. Now, with Vrai, there’s no compromise.
“We grow our diamonds in America by crystallizing greenhouse gases. Our engineers and craftspeople are world-class experts, and our company has created hundreds of skilled jobs over the years, partnering with causes that support climate and communities. I love stacking tennis bracelets, mixing metals and shapes now. I feel luxurious daily, and it reminds me that we’ve created a better option. Plus, they’re durable: I swim, hike, surf, and ski with my bracelets and never take them off. They’re the sparkle I need every day.
“Our collaborations are also special to me. Some of my favorites are one-of-a-kind creations, designed [in partnership] with Givenchy, Prada, Stella McCartney, and Balmain for various red-carpet moments, such as the Met Gala and Paris Fashion Week. We partner with award-winning stylists like Petra and Meehan Flannery, and Rob [Zangardi] and Mariel [Haenn], too; our pieces have been worn by Taylor Swift, Emma Stone, Zoe Saldaña, Jennifer Lopez, Gwen Stefani, Kylie Minogue, Reese Witherspoon and Cara Delevingne.”
Do you have a favourite piece in your collection?
£1,650
Tennis Bracelet
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£516
Medallion necklace
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£1,444
Signet ring
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£9,794
Ear climbers
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£310
Hoop earrings
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£350
Sunglasses
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£350
Sunglasses
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£350
Sunglasses
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£350
Sunglasses
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£350
Sunglasses
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£350
Sunglasses
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Mona
Akhavi
on social justice and
shaking up the status quo
Photographer: Ford Blitzer
“I never felt good about wearing [diamonds] before. I’d think about the negative
impacts of mining – like climate harm
and social injustice in mining communities.
It didn’t feel luxurious”
“We’re not trying to be like luxury legacy brands. From our store designs to our collaborations with artists, tastemakers and stylists, we’re not afraid to be original”
“It’s a privilege to be part of our consumers’ special life moments. Whether it’s a graduation gift, an engagement ring, wedding jewellery, a piece for Mother’s Day, or a self-appreciation gift, each time our clients share their joy with us, it’s a success. We have many of these moments every week, which we call ‘customer love’. We’re grateful to be a part of these celebrations every day.”
How do you celebrate success?
“Believing it is possible and turning ‘Can we do this?’ into ‘We have to do this’. Deciding to disrupt the centuries-old diamond-mining industry and shift the market toward a better choice initially came with setbacks and fears, especially because it’s a cutthroat industry dominated by corporations that have monopolised the space for decades. But believing that there’s wrong that needs to be righted turned this into a mission.
“The fact that 50 percent of consumers in the U.S. bought lab-grown diamonds last year, and are now asking about the origin of their diamonds, is a telling proof that this is the future.”
What is the bravest thing you’ve ever done?
“Not being kinder to myself and taking time to celebrate achievements and milestones more often. I can be my own biggest critic and that has been exhausting at times, leading to burnout. While I don’t seek others’ approval or need affirmations, I’m self-motivated and disciplined. I've learned to pause and show more gratitude toward myself, rather than always aiming to reach the next goalpost.”
Any big mistakes?
“Instilling more self-worth and confidence in all women. We need to believe that we deserve a seat at the head of the table. Women have a natural ability to lead with intuition and empathy, and our world surely could use more of both.”
What would you want to change for women?
“We all aim for balance, trying various routines and tactics to get there, but balance often doesn’t exist as a fixed state. Work and life throw curveballs constantly, and factors outside of our control can derail our plans. What I strive for is keeping my mind, soul, and heart grounded. When curveballs come my way, I try to remain self-aware and present, so I can find solutions with a balanced mindset. I’m religious about my exercise routines and meditation, too; I love spending time in nature, hiking, and being outdoors.”
How can you achieve a healthy work/life balance?
“One of my inspiring mentors, who influenced my early career, once said: ‘It’s all about the people you surround yourself with, and how you give and receive love from them’. The community and network you build define you, and giving back to empower and lift up the community is the true mark of leadership.”
What is the best piece of advice you’ve ever received?
“How far we’ve come – from the first tennis bracelet and ring we created (which I still wear today as a reminder of our journey) to going toe-to-toe with some of the largest brands in the industry. Seeing Vrai’s one-of-a-kind crafted diamonds on iconic stages and red carpets, alongside creations from the world’s largest brands, has been incredibly rewarding.
“What tops it all off though is growing our team – a world-class, internationally diverse group of talented experts from around the globe. I have the privilege of working with these incredible individuals and learning alongside them every day to grow Vrai. We have nine stores across the world now, with more opening soon.”
What’s your proudest moment so far?
“Be true to yourself. I believe if something doesn’t resonate with your core values, it will backfire. Our team is especially good at asking, ‘Is this Vrai? Does this align with our core values?’ During market shifts, pandemics, and even growth, it’s necessary to pause, check in, and ensure we’re moving forward in an aligned direction.”
Do you have a mantra?
“The jewellery my parents have gifted me over the years. These personalised pieces, given for various birthdays and milestones in my life, symbolise love and memories, and they’re incredibly special to me. In fact, many of these designs have inspired Vrai pieces, including some of our medallions and signets, plus Atelier and mixed-shape collections.”
What’s your most treasured fashion item?
Mayfair. Our London showroom is there, and some of my favourite restaurants, hotels, and art galleries are also located in this area. It’s a perfect synergy of art, fashion, culture, cuisine and community. There’s always something inspiring to discover in the curations.”
Any favourite spots in London?
£1,134
Oval engagement ring
SHOP NOW
“I grew up with jewellery and gems – they were always the most meaningful gift for every occasion in my family. Often, these pieces were custom-made, thoughtfully designed and personalised to symbolise milestones, occasions, birthdays, graduations or unions. It was this interest in creation and innovation that kick-started my initial career as an engineer in technology. I never planned to manage a diamond brand, but I was very aware of the mining industry growing up in Canada; I knew mine owners and [was familiar with] the business dynamics.
“My real passion was always in social impact and sustainable technologies, so when [parent company Diamond Foundry] offered me the opportunity to help build Vrai, it felt like the perfect match. We wanted to disrupt the murky world of diamond jewellery – an industry that hadn’t seen innovation in decades nor been held accountable for transparency.
“Now, with innovation and our technology, we can offer the transparency of origin and quality craftsmanship educated consumers are looking for.”
Take us back to the beginning of your career…
“[One of our] tennis bracelets – a string of diamonds on your wrist is such a classic indulgence piece, but I never felt good about wearing one before. I’d think about the negative impacts of mining – like climate harm and social injustice in mining communities, especially for women and children – so it didn’t feel luxurious to me. Now, with Vrai, there’s no compromise.
“We grow our diamonds in America by crystallizing greenhouse gases. Our engineers and craftspeople are world-class experts, and our company has created hundreds of skilled jobs over the years, partnering with causes that support climate and communities. I love stacking tennis bracelets, mixing metals and shapes now. I feel luxurious daily, and it reminds me that we’ve created a better option. Plus, they’re durable: I swim, hike, surf, and ski with my bracelets and never take them off. They’re the sparkle I need
every day.
“Our collaborations are also special to me. Some of my favorites are one-of-a-kind creations, designed [in partnership] with Givenchy, Prada, Stella McCartney, and Balmain for various red-carpet moments, such as the Met Gala and Paris Fashion Week. We partner with award-winning stylists like Petra and Meehan Flannery, and Rob [Zangardi] and Mariel [Haenn], too; our pieces have been worn by Taylor Swift, Emma Stone, Zoe Saldaña, Jennifer Lopez, Gwen Stefani, Kylie Minogue, Reese Witherspoon and Cara Delevingne.”
Do you have a favourite piece in your collection?
“You don’t know what you don’t know (until you do). This is especially true when building a new business: new team, new brand, new technologies, a new market category – all while operating through challenges like a pandemic, competitor sabotage, political and market turmoil, and the fast-paced demands of growth.
“The biggest lesson I’ve learned is that when you’re inventing a new playbook, you can’t even anticipate all the challenges you’ll face. At Vrai, we didn’t just set out to build a new brand, we were also educating the market about the negative impacts of mining and offering a better option – a lab-grown diamond created with state-of-the-art technology and net-zero-emissions production. We were the underdogs when we started, going up against an established, decades-old diamond industry that had spent hundreds of millions of dollars marketing myths, like mined diamonds are rare, valuable and superior. This messaging has caused environmental harm and exploited communities, with prices inflated by middlemen controlling supply and demand.
“We wanted to expose the truth and create transparency in diamond jewellery, an industry that needed change for decades. We also wanted to empower consumers to design their own jewellery, tell their own story, and create something that aligns with their values. There was no playbook for this, but with the right skills, intuition, passion for the mission and a dedicated team, we were able to solve challenges that had never been tackled before.”
What has been your biggest challenge to date – and what lessons did you learn?
“It’s a privilege to be part of our consumers’ special life moments. Whether it’s a graduation gift, an engagement ring, wedding jewellery, a piece for Mother’s Day, or a self-appreciation gift, each time our clients share their joy with us, it’s a success. We have many of these moments every week, which we call ‘customer love’. We’re grateful to be a part of these celebrations every day.”
How do you celebrate success?
“I never felt good about wearing [diamonds] before. I’d think about the negative impacts of mining – like climate harm and social injustice in mining communities.
It didn’t feel luxurious”
“Believing it is possible and turning ‘Can we do this?’ into ‘We have to do this’. Deciding to disrupt the centuries-old diamond-mining industry and shift the market toward a better choice initially came with setbacks and fears, especially because it’s a cutthroat industry dominated by corporations that have monopolised the space for decades. But believing that there’s wrong that needs to be righted turned this into a mission.
“The fact that 50 percent of consumers in the U.S. bought lab-grown diamonds last year, and are now asking about the origin of their diamonds, is a telling proof that this is the future.”
What is the bravest thing you’ve ever done?
“Not being kinder to myself and taking time to celebrate achievements and milestones more often. I can be my own biggest critic and that has been exhausting at times, leading to burnout. While I don’t seek others’ approval or need affirmations, I’m self-motivated and disciplined. I've learned to pause and show more gratitude toward myself, rather than always aiming to reach the next goalpost.”
Any big mistakes?
“Instilling more self-worth and confidence in all women. We need to believe that we deserve a seat at the head of the table. Women have a natural ability to lead with intuition and empathy, and our world surely could use more of both.”
What would you want to change for women?
“We all aim for balance, trying various routines and tactics to get there, but balance often doesn’t exist as a fixed state. Work and life throw curveballs constantly, and factors outside of our control can derail our plans. What I strive for is keeping my mind, soul, and heart grounded. When curveballs come my way, I try to remain self-aware and present, so I can find solutions with a balanced mindset. I’m religious about my exercise routines and meditation, too; I love spending time in nature, hiking, and being outdoors.”
How can you achieve a healthy work/life balance?
“One of my inspiring mentors, who influenced my early career, once said: ‘It’s all about the people you surround yourself with, and how you give and receive love from them’. The community and network you build define you, and giving back to empower and lift up the community is the true mark of leadership.”
What is the best piece of advice you’ve ever received?
“How far we’ve come – from the first tennis bracelet and ring we created (which I still wear today as a reminder of our journey) to going toe-to-toe with some of the largest brands in the industry. Seeing Vrai’s one-of-a-kind crafted diamonds on iconic stages and red carpets, alongside creations from the world’s largest brands, has been incredibly rewarding.
“What tops it all off though is growing our team – a world-class, internationally diverse group of talented experts from around the globe. I have the privilege of working with these incredible individuals and learning alongside them every day to grow Vrai. We have nine stores across the world now, with more opening soon.”
What’s your proudest moment so far?
“Be true to yourself. I believe if something doesn’t resonate with your core values, it will backfire. Our team is especially good at asking, ‘Is this Vrai? Does this align with our core values?’ During market shifts, pandemics, and even growth, it’s necessary to pause, check in, and ensure we’re moving forward in an aligned direction.”
Do you have a mantra?
“The jewellery my parents have gifted me over the years. These personalised pieces, given for various birthdays and milestones in my life, symbolise love and memories, and they’re incredibly special to me. In fact, many of these designs have inspired Vrai pieces, including some of our medallions and signets, plus Atelier and mixed-shape collections.”
What’s your most treasured fashion item?