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
SourcingApr 14, 2026
De Beers Expands ‘Desert Diamonds’ Beacon Into BridalThe campaign seeks to reignite desire for natural diamond engagement rings by highlighting the “distinct character” of warm-toned diamonds.
FinancialsApr 14, 2026
LVMH’s Q1 Sales Sink 6% Amid Middle East ConflictPlus, how Saks Global’s bankruptcy affected the luxury giant’s first quarter.
SourcingApr 14, 2026
International Jade Summit to Return to MontereyPresented by Mason-Kay Jade, the summit, in its second year, will again be held during the Monterey Bay Jade Festival.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsApr 14, 2026
CBG Releases Details for Las Vegas ShowThe group has announced its lineup of speakers and a new “Rising Stars” pavilion.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
