InternationalProduct Launches

De Beers to launch new fashion jewellery brand with lab-grown diamonds

The brand will launch in the US and will initially be available to US-based consumers online, with retail partnerships to be announced in due course

De Beers Group has announced the launch of a new company called Lightbox Jewelry that will begin marketing a new brand of laboratory-grown diamond jewellery in September.  

Lightbox lab-grown diamonds will retail from $200 (£150) for a quarter-carat stone to $800 (£603) for a one-carat stone. The line will feature pink, blue and white lab-grown diamonds in a selection of accessibly-priced earring and necklace designs.

Bruce Cleaver, CEO of De Beers Group, said: “Lightbox will transform the lab-grown diamond sector by offering consumers a lab-grown product they have told us they want but aren’t getting: affordable fashion jewelry that may not be forever, but is perfect for right now.

“Our extensive research tells us this is how consumers regard lab-grown diamonds – as a fun, pretty product that shouldn’t cost that much – so we see an opportunity here that’s been missed by lab-grown diamond producers.

“After decades of R&D investment, we’re able to offer consumers a better price today. While it will be a small business compared with our core diamond business, we think the Lightbox brand will resonate with consumers and provide a new, complementary commercial opportunity for De Beers Group.”

Lightbox will launch in the US and will initially be available to US-based consumers through the Lightbox e-commerce website, with retail partnerships to be announced in due course.

Steve Coe, general manager at Lightbox Jewelry, added: “Lightbox Jewelry offers consumers something new: sparkle and colors, at a very accessible price. In addition to a deep understanding of what consumers want, Lightbox brings innovation and a commitment to transparency to the lab-grown diamond sector.

“We’ve learned from our research that there is a lot of confusion about lab-grown diamonds – what they are, how they differ from diamonds, and how they are valued. Lightbox will be clear with consumers about what lab-grown diamonds are and will offer straightforward pricing that is consistent with the true cost of production.”

A subsidiary of De Beers Group, Lightbox will be the only jewellery brand to source lab-grown diamonds from De Beers Group’s Element Six business.

Show More

Lewis Catchpole

Lewis is a multimedia journalist and a alumnus of the University of Sheffield. He is a keen reader, follower of all sports and an avid supporter of Manchester United, for better or for worse. If you have any news or feature ideas please do not hesitate to contact.

Related Articles

Close

Adblock Detected

Please consider supporting us by disabling your ad blocker
[index]
[index]
[523.251,1046.50]
[523.251,1046.50]
[523.251,1046.50]
[523.251,1046.50]