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
IndependentsAug 14, 2026
Smyth Jewelers to Open Fourth LocationThe family-owned jeweler will open a new showroom in Bel Air, Maryland, this fall.
CrimeAug 14, 2026
Wife of Man Convicted in Jeweler’s Murder Sentenced for Conspiracy Amanda Ileana Hernandez is married to Carlos Hernandez, one of two men in prison for the 2024 murder of Michigan jeweler Hussein Murray.
TrendsAug 14, 2026
Paul Morelli’s Latest ‘Wavey Vine’ Earrings Embrace ColorThe reimagined jewel, our Piece of the Week, trades the diamonds in the original 1998 design for blue, pink, yellow, and green sapphires.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Supplier BulletinAug 13, 2026
Your Piece Could Be the One Editors Talk AboutSponsored by American Gem Trade Association
Weekly QuizAug 13, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsAug 13, 2026
Pandora’s ‘Talisman’ Collection Shines, Lab-Grown Diamond Sales FallIn the United States, second-quarter sales were flat amid soft consumer sentiment and lower in-store traffic.
AuctionsAug 13, 2026
This Gold Cadbury ‘Conundrum’ Egg Set a World Auction RecordThe 22-karat gold egg, sold at Batemans Auctioneers in the U.K., was part of a 1980s treasure hunt ad campaign for Cadbury Creme Eggs.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
SourcingAug 13, 2026
2,488-Carat Diamond, Largest Found in Botswana, Has a New Owner Lucara Diamond Corp., which recovered the “Motswedi” diamond from the Karowe mine, sold the stone for an undisclosed amount.
CollectionsAug 13, 2026
John Hardy Infuses ‘Icon,’ ‘Heishi’ Collections with ColorThe expanded collections now feature hand-cut gemstones like topaz, tanzanite, chrysoprase, chalcedony, smoky quartz, and fire opal.
SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
