Lab-GrownMay 08, 2023
This Is the Biggest Faceted Lab-Grown Diamond GIA’s Ever Seen Lab-GrownMay 30, 2023
Lightbox Is Testing Out a Trendy Concept Shop in Brooklyn
It is in House of Showfields, a bazaar-style retail space in the borough’s Williamsburg neighborhood.
This rendering provided by Lightbox shows one view of its 250-square-foot concept shop in House of Showfields, located at 187 Kent Ave. in Brooklyn, New York.
Brooklyn, N.Y.—Lightbox, De Beers Group’s lab-grown diamond brand that’s sold online as well as by department stores and independent jewelers, is trying something new in New York.
Last week, the company opened a 250-square-foot showroom on the first floor of House of Showfields in the trendy and increasingly upscale Williamsburg neighborhood of Brooklyn.
Described on its website as a “lifestyle discovery store,” House of Showfields is a bazaar-style retail space that features a rotating cache of brands.
Each brand has its own space, which it then decorates according to its aesthetic. Local news source Greenpointers.com described it as “Tim Burton meets the Kardashians.”
There are two House of Showfields spaces in New York (Brooklyn and in Manhattan’s SoHo neighborhood) as well as locations in Miami, Los Angeles and Washington, D.C.
SEE: The Lightbox Space in House of Showfields
Last week, the company opened a 250-square-foot showroom on the first floor of House of Showfields in the trendy and increasingly upscale Williamsburg neighborhood of Brooklyn.
Described on its website as a “lifestyle discovery store,” House of Showfields is a bazaar-style retail space that features a rotating cache of brands.
Each brand has its own space, which it then decorates according to its aesthetic. Local news source Greenpointers.com described it as “Tim Burton meets the Kardashians.”
There are two House of Showfields spaces in New York (Brooklyn and in Manhattan’s SoHo neighborhood) as well as locations in Miami, Los Angeles and Washington, D.C.
SEE: The Lightbox Space in House of Showfields
An overhead view of the Lightbox concept store in House of Showfields
“Lab-grown & delightful. It only takes two weeks to grow a 1-carat stone,” reads one wall of the concept shop. For Lightbox, this new retail space is, in part, an opportunity to educate consumers.
One sectioned-off area of the space contains a tablet computer where consumers can learn more about lab-grown diamonds.
Lightbox enters “the House” as one of more than 20 brands that are new for spring/summer 2023 and will remain in the space through November.
During the brand’s six-month run, it said it will participate in Showfields’ programming, live-activations and events, and also will use Showfields’ proprietary technology for capturing retail data and analytics.
Like most showrooms, the experience at Lightbox is more about giving consumers the chance to see, touch and feel a selection of physical products from the originally online-only brand than it is about stocking the store with a full assortment of jewelry to sell.
Visitors can try on Lightbox jewelry, including the brand’s recently launched drop earrings and pieces from the new “Mini Trio” collection, but, rather than leave with a jewelry purchase in hand, all orders have to be placed online.
Lightbox outfitted the space with mirrors, prismatic crystals and hidden lighting elements, all aimed at putting the lab-grown diamonds in their best light to sparkle.
Arched wall nooks house product displays while the center table holds the jewelry guests are able to handle.
There is a mirrored-off section with a tablet where consumers can learn more about lab-grown diamonds while mirrors and a seating area line the back wall, providing a spot for taking photos and, the brand hopes, sharing them on social media.
A lab-grown diamond and 14-karat yellow gold ring from Lightbox’s new “Mini Trio” collection
“Engaging with consumers one-on-one is a great way for a digitally native brand like ours to build and deepen connections,” said Antoine Borde, who took over as CEO of Lightbox in November 2022.
“With its future-forward approach and unique retail platform, Showfields gives us the ability to meet and engage with customers and share the Lightbox story in a more meaningful way.”
Grown by De Beers in Gresham, Oregon, Lightbox is sold online as well as in 165 retail doors in the United States and Canada, including at Bloomingdale’s and Reeds Jewelers stores.
The brand said opening in House of Showfields is part of its overall strategy to “collaborate with best-in-class partners on and offline as it continues to grow its retail presence.”
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
AuctionsOct 11, 2024
Bonhams Reports ‘Fierce Bidding’ for Dianne Feinstein’s Jewels All 74 lots of jewelry belonging to the late Democratic senator found buyers at Bonhams Los Angeles.
CollectionsOct 11, 2024
Piece of the Week: Gemfields x Kimberly McDonald Jewelry SuiteThe two collaborated on a necklace and a pair of earrings that praise the beauty of Zambian emeralds.
MajorsOct 11, 2024
The Kingswood Company Launches New Retail Fixture ProgramRetailers can move jewelry care lines off countertops with the fixtures, which were designed for a “sophisticated retail environment.”
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Events & AwardsOct 11, 2024
ICA Congress Goes to BrazilThe 20th ICA Congress is slated for May 19-22 in Brasília, Brazil.
Weekly QuizOct 10, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsOct 10, 2024
Why Ritani Is Partying Like It’s 1999The jeweler is celebrating its 25th anniversary with a throwback campaign.
CollectionsOct 10, 2024
Pomellato Revives Past Designs for New Capsule Collection“Memorie D’Archivio” was inspired by the “Mora” and “Mosaico” collections the brand introduced in the ‘90s.
Brought to you by
Why You Can't Miss JA New York This FallDon't miss this one-stop-shop in October, curated with buyers’ needs in mind.
SourcingOct 10, 2024
Lucara Sells Clara to Its Original FoundersCEO William Lamb said divesting the diamond sales platform allows the company to focus on the underground expansion of Karowe.
MajorsOct 10, 2024
Oscar Heyman Releases 2024 Holiday CatalogIt features 124 jewels and a variety of colored gemstones.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
IndependentsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
WatchesOct 04, 2024
Watches of Switzerland Clocks Another Acquisition—HodinkeeThe company said Benjamin Clymer will return to his role as head of the watch news website, which will maintain editorial independence.
SourcingOct 04, 2024
How India Became the World’s Second-Largest Market for Diamond Jewelry A strong economy, a growing middle class with an affinity for brands, and rapid expansion of organized retail have fueled the market’s rise.
MajorsOct 04, 2024
Hearts On Fire Names Gabrielle Grazi VP of Sales, North AmericaThe industry veteran is also the president-elect of the Women’s Jewelry Association.
CollectionsOct 04, 2024
Piece of the Week: Ray Griffiths’ ‘Double Headed Snake’ RingSlither into spooky season with this scary snake ring that boasts two heads with tsavorite eyes.
