During Women’s History Month, Women in Retail Leadership Circle (WIRLC) is highlighting women who are making history today in the world of retail. In our final article of the four-part Women’s History Month profile series, we’re featuring an exclusive interview with Mona Akhavi, the president of VRAI, a majority-female, global sustainable fine jewelry brand whose mission is to create modern and timeless designs for life’s true moments.

Inner Circle: Tell us a little about VRAI and its mission.

Mona Akhavi: VRAI is a vertically integrated, sustainable fine jewelry brand whose mission is to create transparency and accessibility in the diamond jewelry industry. We create modern and timeless designs with diamonds grown sustainably in our own foundry, the first in the world to be certified as zero emission.

We design fine jewelry and engagement rings for life’s true moments. Through an innovative customization experience, unique diamond shapes and recycled solid gold, we are bringing consumers unprecedented and accessible sustainable luxury. Our jewelry features diamonds created in our zero-emission foundry, utilizing renewable energy. VRAI created diamonds are atomically identical to mined diamonds and certified by GIA gemologist. Each diamond grows uniquely, has guaranteed origin and no human or environmental toll. 

IC: Walk us through your career path. How did you end up in such a niche of luxury jewelry?

MA: I started my career as an engineer in technology. After obtaining my master’s degree in business, I moved into media and advertising managing global digital sports events  and later built and led ecommerce  technology platforms that enabled growing brands’ online presence. That led me to found and sell my own tech startup—one of the first digital marketing platforms to help brands capitalize on influencer marketing.

Since childhood, I’ve been exposed to fashion and jewelry through my family’s involvement. Joining Diamond Foundry, VRAI’s parent company, was incredibly serendipitous in many ways. It aligned with my values to focus on an impact business at the forefront of changing another legacy industry through innovation in both technology and business standards. Our foundry is the world’s first certified producer of diamonds created with zero emissions. My role as president of VRAI allows me to apply a combination of my passions in technology, consumer branding and fashion industry.

I’ve always enjoyed being at the forefront of innovation that enables disrupting an industry to create new standards. I am committed to learning and recently went back to Stanford on an executive leaderships program.

IC: What are some lessons you’ve learned when it comes to leadership, since you took the reins at VRAI as CEO in September 2019?

MA: A leader needs to be authentic and self-aware to be able to inspire a team. My values and principles are what drive my decisions as a leader. Creating a sustainable luxury brand that’s consumer-centric and empowering is a true mission for me.

Transparent leaders are the most inspiring. As a leader, I’m highly passionate about what we are doing and being honest and communicating goals and ideas creates a contagious excitement and trust all around. Building and nurturing a team focused on a shared vision is a leader’s main purpose.

Navigating your team through change is extremely important as change is a constant in the global market condition. Managing a team through transformations at the rate a business needs is an essential trait.

IC: What challenges have you faced as a female entrepreneur and a woman CEO?

MA: Early on in my career, I took on management positions and had to lead multi-disciplinary teams that were sometimes not inclusive. As a female engineer from an immigrant family, I faced a few stereotypical stigmas that existed in a male-dominated field. With strong values, work ethics and a  result-oriented mindset, I was able to overcome them.

Finding balance between managing a growing, fast-paced retail brand and managing a family life has been a challenge and a learning journey for me, and I have been looking up to extraordinary female leaders.

IC: What advice do you have for women seeking leadership positions in retail?

MA: The path to become an inspiring leader is different for everyone and it’s a journey more than a job or a role. For women seeking leadership positions, it’s important to go after what feels true and aligns with one’s core values. Explore the boundaries of your strengths, celebrate successes and be kind to yourself through challenges, and most importantly, surround yourself with amazing coaches and advisors who champion you.

Once you find what you’re truly passionate about, then start laser focusing on the path to build the highlight of your career and grow into an effective leader.

IC: What do you do to recharge?

MA: Before I start work, I try to get in a session of yoga, meditation, and breathwork in nature. Having an hour to balance and center myself is really important. After meditating, I do half an hour of cardio, hiking or biking. Mountains and the ocean as well as spending time with my loved ones are what recharges me.

Hearing from our customers as they share the story of their moments of celebration with VRAI (their #VRAImoments) is also an incredible source of inspiration. It’s a daily reminder of gratitude and to be thrilled to be part of their celebratory milestone and life’s true moments.

IC: One of your company’s focuses this year is on amplifying the voices of Iranian female activists. Why is this important to you?

MA: This year for International Women’s Day and Women’s History Month, we are highlighting the extraordinary stories of courage and strength from everyday acts to world changing movements.

On a global level, we witness the bravery of women in Iran who are fighting for more than just freedom and equality, but for their very lives. VRAI is amplifying the voices of Iranian female activists such as Nazanin Boniadi and Nazanin Nour, as well as donating a portion of proceeds to supporting the global action of “Woman, Life, Freedom.” We also witness the extraordinary acts of the many women inspiring us every day in our lives.

As a majority-female company led by a female president, VRAI also supports organizations year-round that empower women and girls and advance human rights and equality.

IC: What are some other causes that VRAI supports?

MA: Every quarter, VRAI partners with causes aligned with our core values to advance human rights, equality and environmental initiatives, donating a portion of proceeds to these causes.

One of our long time partners is Equality Now, an organization creating a just world for women and girls through policies and law, and VOW for Girls to stand against child marriage and support girls to live lives they love and deserve. We’ve also recently partnered with DIRT, a female founded initiative working to regenerate the Earth, as well as Pure Earth, Togetherband, United Nations Sustainability goals,  Asian Americans Advancing Justice (AAJC), Black Lives Matter (BLM), and ACLU (American Civil Liberties Union)–all driving forces towards creating more equity and equality.

Read parts 1, 2 and 3 of Women in Retail’s Women’s History Month interview series.