Ten strategist writers tested two pieces of jewelry each from ten different direct-to-consumer jewelry brands
Photo: Auvere In the past few years, a new crop of fine jewelry start-ups have popped up, shaking up an industry that can feel intimidating to outsiders, and demystifying the process of buying diamonds, gemstones, and precious metals. These companies offer high-end pieces at below-retail pricing, using the same direct-to-consumer model we’ve seen “disrupt” industries like mattresses, bedding, and cookware.
Mejuri: Best for everyday pieces Mejuri Croissant Dôme Hoops $65 at Mejuri Buy Mejuri Boyfriend Bold Chain $250 at Mejuri Buy Tester: Lauren Ro, writer The pieces arrived nicely packaged, inside a small, white cardboard box with Mejuri branding that was itself contained within a white drawstring pouch.
Stone and Strand Sparkle Choker Necklace $125 at Stone and Strand Buy Tester: Alexis Swerdloff, Strategist editor TL;DR: Dainty and delicate jewelry that’s not going to win any awards for creative innovation, but is inexpensive and very well-made. What we think: Like most of the brand’s classic styles, the necklace and earrings I chose are simple enough for everyday use, and I had no issue wearing them for two weeks straight. The stud earrings are bright and shiny, and I appreciate that the posts have two small notches so the backings wouldn’t slide off. Some earrings bother my lobes, and I feel the need to take them off at the end of the day, but these didn’t even bother me when I slept.
TL;DR: Noémie sells fine jewelry in classic styles with quality materials and real diamonds for less than you’d pay at a traditional retailer. The necklace, which has 11 small diamonds set in an 18k white-gold chain, is something I could easily imagine wearing all the time. It’s a delicate piece that caught a lot of light — so much so that when I wore it to a party and took off my coat, two of my friends immediately asked, What is that? The chain is 16-inches long, but can be fastened at a shorter length for more versatility.
Vrai: Best for lab-grown diamonds Vrai Solitaire Round Brilliant Diamond Studs $750 at Vrai Buy Vrai Solitaire Round Brilliant Diamond Necklace $1,200 at Vrai Buy Tester: Maxine Builder, managing editor The fine print: Vrai accepts returns of in-stock jewelry, including made-to-order pieces, within 30 days of delivery for a full refund. Items can also be automatically exchanged within 30 days for the same item in a different color or size, provided the price remains the same. Vrai offers complimentary standard delivery for all orders in the United States, and complimentary two-day shipping on made-to-order engagement and wedding jewelry.
What we think: I genuinely like 99 percent of the jewelry Aurate sells, so it took awhile for me to pick just one pair of earrings and a necklace. In the end, I chose two somewhat basic pieces, knowing they would fit in with the jewelry I already own: a pair of medium hoops and a gold necklace with a small pearl-drop pendant. Both arrived in a few days, housed in a beautiful teal-green box that included two suede-like pouches for storage and traveling.
TL;DR: Aurate sells solid-gold and extra-thick vermeil jewelry in a wide range of styles, with diamonds, pearls, and semiprecious stones. Everything is made locally in New York for less than you would pay at a traditional retailer. The necklace has fewer details, but I enjoyed it just as much. I never wear necklaces, so I appreciated that this one was virtually weightless. The site has a very helpful sizing guide, which I used to choose the 20-inch chain length. That made the necklace hit right at the top of my cleavage without falling in it. It’s long enough to layer with a shorter necklace, but I wore it by itself most days, and it looked perfect on its own.
About the brand: Kinn believes that jewelry should last a lifetime, so the company uses high-end materials and timeless designs to create what they call “modern heirlooms.” Although the jewelry tends to be minimalist, there are enough unique elements to distinguish the pieces from what you might pick up at a department store. Each item is made from 14k solid-gold in L.A. and sourced from fair-trade factories and laborers.
TL;DR: Kinn offers modern, timeless designs with the highest-quality gold from local and ethical sources for much less than you’d pay at a typical department store. The final test came when I went home for the weekend. My family really loves gold and they typically prefer vintage pieces to new jewelry, which they think looks and feels “cheap.” However, my grandmother, mother, and aunt were all impressed by both the look and the price point, a big score in my book.
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