About VVS Lab Jewelry

Founded in 1989 by Vinay Rajani, VVS Lab Jewelry began as a modest retail jewelry counter dedicated to traditional natural diamond craftsmanship. Over more than three decades, that single bench operation evolved into an international design studio and direct manufacturer, bridging the gap between legacy horology, fine diamond setting, and modern streetwear culture.

The Founder’s Journey: From Traditional Diamonds to Modern Innovation

When Vinay Rajani entered the jewelry trade in 1989, natural diamonds were the sole standard of luxury. He built the brand's reputation on precision hand-setting, structural integrity, and rigorous grading standards. However, as fine jewelry evolved, he recognized a fundamental shift in what modern collectors valued: ethical sourcing, superior optical performance, and accessible luxury without inflated retail markups.

Anticipating the future of modern horology and jewelry design, Vinay led VVS Lab through a strategic pivot—integrating certified VVS moissanite and lab-grown diamonds into the brand's core manufacturing line. By combining computer-aided design (CAD) and high-precision CNC stone setting with advanced lab gemstones, VVS Lab began delivering custom bust-down watches, Cuban link chains, and iced-out fine jewelry that rival five-figure traditional diamond pieces in fire, hardness, and durability.

What We Create Today

Today, VVS Lab operates as a global manufacturer and exporter, delivering fine jewelry directly from the workshop bench to clients worldwide:

• VVS Moissanite Jewelry & Bust-Down Watches: Our flagship specialty. Hand-set with D-color, VVS-clarity moissanite stones rated at 9.25 on the Mohs hardness scale that pass standard diamond testers with maximum refractive brilliance.
• Lab-Grown Diamond Collections: Certified CVD and HPHT lab diamonds delivering identical chemical, physical, and optical properties to mined diamonds with modern value.
• Bespoke Natural Diamond Creations (Made to Order): Honoring our 1989 origins, we continue to craft fully custom natural diamond timepieces and fine jewelry exclusively upon private request.

Direct-to-Consumer & Global Wholesale

By controlling every step of production—from raw stone cutting and precision casting to final hand micro-pavé setting—VVS Lab eliminates middleman markups. We provide transparent pricing, certified gemstone authenticity, and worldwide fulfillment for individual collectors, streetwear brands, and wholesale retail partners alike.