EditorsJun 17, 2024
Q&A: Al Cook on the Future of De BeersLab-GrownOct 02, 2024
Lightbox Continues as a Brand, While Supplies Last?
The De Beers-owned lab-grown diamond company is rebranding and creating new collections, though its long-term future remains unclear.
Lightbox worked with creative studio Decade on one of its two new campaigns for fall 2024. Shot on location in New York City, it features model and actress Emma Breschi and members of her family, including her lola (grandmother) Tess, pictured at left with Breschi.
Gresham, Ore.—Lightbox revealed its plans to rebrand late last week, just a few months after De Beers Group announced it would no longer be growing the gem-quality diamonds Lightbox uses in its jewelry.
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
Related stories will be right here …
The rebrand includes a new logo, tagline (“Bringing light to life”), website, and packaging, as well as two small new jewelry collections, “Reminiscence” and “City Lights,” and a pair of campaigns that will run simultaneously this fall.
The first campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the more emotional of the two, tapping into the idea of jewelry as an accessory that’s worn and shared across generations.
Meanwhile, the second campaign, created around the theme of “Shine Bright Spend Less,” is more practical in nature, emphasizing Lightbox’s recently lowered prices as well as the overall affordability of lab-grown diamond jewelry.
It includes the tagline, “The only thing that’s rare are our prices,” a nod to both the product’s pricing as well as its lack of rarity in comparison with natural diamonds.
During the Las Vegas jewelry shows in late May/early June, De Beers announced plans to shift all production at its diamond-growing factory in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview conducted at the JCK show on May 31, De Beers CEO Al Cook told National Jeweler that Lightbox as a brand would still exist, with gem-quality diamond production continuing at the factory “for a few months” to ensure it has stock to sell.
When asked what happens when the brand exhausts its current supply of stones and De Beers is no longer growing diamonds for jewelry, Cook said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made available to National Jeweler for an interview regarding the company’s rebranding and its future, but a De Beers Group spokesperson confirmed Tuesday that the Gresham factory is no longer producing diamonds for Lightbox.
The spokesperson also reiterated Cook’s response from May about Lightbox’s long-term future, noting the brand’s “ongoing role in supporting differentiation between natural and lab-grown diamonds.”
Lightbox’s “Poet” hoop earrings from the “Reminiscence” collection, seen here in 14-karat white gold, are set with half-carat lab-grown diamonds and retail for $700.
This “Alberta” necklace from Lightbox’s other new collection, “City Lights,” retails for $700. The pieces in both new collections are available in 14-karat yellow or white gold.
The “Wistful” lab-grown diamond drop earrings from “Reminiscence,” seen here in 14-karat yellow gold, retail for $600. They total 0.5 carats (a quarter carat in each ear).
The three-stone “Sellwood” ring from the “City Lights” collection, pictured here in 14-karat white gold, retails for $600.
Lightbox’s rebrand included new jewelry boxes.
Lightbox’s new logo, tagline, and campaign imagery went live across all the brand’s channels last week, and its updated website launched.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
Six of the seven pieces in the “Reminiscence” capsule collection are out now as well (release of the final piece, the “Wistful” ring, is delayed). Inspired by the memories evoked by jewelry, prices for the pieces in the line range from $500-$800.
The “City Lights” collection, a 10-piece assortment featuring lab-grown diamonds in “scattered” settings meant to mimic a city skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a series of “trend-driven” product drops it plans to make this fall.
They follow the launch of a capsule collection of “special value” tennis necklaces and bracelets, all of which are priced lower than they should be according to Lightbox’s new per-carat pricing structure.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS clarity diamonds is priced at $8,125. That works out to about $650 per carat, less than the $900 per carat Lightbox currently charges for its top-quality (“Finest”) goods.
“Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad appeal,” Chief Marketing Officer Melissa Crivillaro said in a press release.
“As we lean into our next chapter with a revived identity, new creative campaigns, and bold price messaging, we look to connect more deeply with our customers.”
Lightbox said it will continue to roll out its new brand identity with a mix of digital and social media, direct mail, and out-of-home placements later this month.
More on Lab-Grown
The Latest
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Weekly QuizOct 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry ShowHill Management Group will oversee, market, and produce next year’s spring show.
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & WatchesAlexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds EditionThe superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.
TrendsOct 22, 2025
Don’t Forget These Diamond Jewelry Trends When Stocking for the HolidaysRetailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.
