Lab-Grown

Lightbox to Go Dark by Summer, De Beers Says

Lab-GrownMay 12, 2025

Lightbox to Go Dark by Summer, De Beers Says

The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.

Lightbox’s Reminiscence Poet earrings in 14-karat white gold with lab-grown diamonds
De Beers Group just announced it was shutting down Lightbox, the lab-grown diamond fashion jewelry brand it launched in 2018. Pictured are the brand’s “Poet” earrings in 14-karat white gold with lab-grown diamonds from the “Reminiscence” collection, introduced in fall 2024.
London—De Beers Group announced that it is pulling the plug on Lightbox, a move that seemed inevitable after the company declared last year in Las Vegas that it would no longer grow diamonds for jewelry.

In a statement issued Thursday, the diamond miner and marketer said the closure was intended to reinforce its commitment to the idea that natural diamonds are for jewelry, while lab-grown diamonds are for industrial and technological applications.

“Back in 2018, when we started Lightbox, synthetics were selling for thousands of dollars, almost as much as natural diamonds. Lightbox offered them for a groundbreaking, honest, low price,” De Beers CEO Al Cook wrote Friday in a post on LinkedIn.

“Today, as The New York Times points out, you can buy them for $299 in a supermarket,” he wrote, referencing an article titled “Would You Buy Your Diamond Engagement Ring at Walmart?” the newspaper published Thursday.   

(People actually will buy their engagement ring at Walmart, and they buy a lot of other jewelry there too. The company ranks No. 2 on National Jeweler’s latest $100 Million Supersellers list.)

Cook’s LinkedIn post continued, “If you want something fun, sparkly and low cost, go right ahead! If you want to mark the most special moments in your life, do it with a gem that is ancient, rare, and unique—natural diamonds have been the symbol of love for hundreds of years.”

A De Beers spokesperson said the company expects to conclude all of Lightbox’s consumer-facing activity sometime this summer and shut down Lightbox operations at the company’s purpose-built factory in Gresham, Oregon, by the end of the year. 

The Lightbox factory will then transition to fully becoming an Element Six facility, playing a “key role” in the company’s business.

Element Six is part of De Beers Group and grows diamonds used for industrial and technological purposes. 

The company has offices/manufacturing facilities in seven locations worldwide: Oxford and Ascot in the United Kingdom; Shannon, Ireland; Burghaun, Germany; Springs, South Africa; Santa Clara, California; and the facility in Gresham. 

 Related stories will be right here … 

De Beers sent shockwaves through the industry when it introduced Lightbox at JCK Las Vegas in 2018, selling the brand’s lab-grown diamond fashion jewelry online direct to consumers and, later, via partnerships with both major and independent retailers.

When Lightbox came online, it was priced at $800 per carat, a move intended to make consumers understand how little it costs to produce a lab-grown diamond and to differentiate the product from natural diamonds.

Lightbox was positioned as jewelry for less-special special occasions, like Sweet 16s and high school graduations, not for life’s major moments, like weddings and milestone anniversaries.

In the seven years since the brand launched, lab-grown diamond prices have dropped precipitously while natural diamond sales have struggled in the past couple years, due in part to competition from lab-grown stones.

At JCK Las Vegas 2024, De Beers announced it would no longer grow diamonds for jewelry, though Cook said at that time that Lightbox would live on as a brand, telling National Jeweler, “[Lightbox] will continue to sell fun, fashionable lab-grown diamond jewelry.

“They’ll play a role in the industry in setting good, honest pricing and increasingly I think people will respect that role.”

Lightbox even underwent a rebranding in fall 2024, introducing a new logo, tagline, website, and packaging, as well as two new small jewelry collections. 

Ultimately, though, De Beers decided not to continue with the lab-grown diamond jewelry business, noting in last week’s announcement, “The evolution of lab-grown diamond values in the jewelry sector underpins De Beers Group’s core belief in rare, high-value, natural diamond jewelry as a separate category from low-cost, mass-produced lab-grown jewelry.”

De Beers said shutting down Lightbox will allow it to funnel more money into marketing natural diamonds.

As part of the closure, the company said it is discussing the sale of “certain assets” of the Lightbox business with potential buyers.

A company spokesperson said it is primarily inventory that will be up for sale, a mix of polished loose lab-grown diamonds as well as some jewelry. 

Getting out of the lab-grown diamond jewelry business is one of the elements of De Beers’ “Origins” strategy, its plan to streamline the business and focus on its most profitable operations in advance of its separation from parent company Anglo American.

“As we move towards becoming a standalone company, we continue to optimize our business, reduce costs, and build a focused De Beers that is positioned for profitable growth,” Cook said.
 
“Overall, we expect both the cost and price of lab-grown diamonds to fall further in the jewelry sector. The planned closure of Lightbox reflects our commitment to natural diamonds. We are also excited at the growing commercial potential for synthetic diamonds in the technology and industrial space.”

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

Taylor Swift Engaged
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond Cuts

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

11,685-carat Imboo emerald
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem Mine

Dubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.

Shopping cart
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income Worries

Plans for dining out, booking vacations, and buying big-ticket items were down.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Mine + Found Play Collection Prize Bubble Locket, Whistle Pendent, Fortune Dice
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful

The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.

Weekly QuizAug 22, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
CCWW lifesaver necklace
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?

Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.

Nick Jonas x Fossil Campaign
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil Campaign

The Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Wally Hinkamp and Donna Hinkamp Warren
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 Years

The family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.

Emmanuel Raheb
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-Gifting

In his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.

London Jewelers Rolex East Hampton Boutique Exterior
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons Home

The new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.

Madison Keys
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US Open

The Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.

Marie Lichtenberg emerald and diamond locket on the 18-karat gold “Rosa” chain
TrendsAug 25, 2025
Amanda’s Style File: That’s a Wrap

Wrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.

WatchTime New York
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary Edition

The three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.

Sriram “Ram” Natarajan
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations

Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.

Retrouvaí Diamond Vein Bond Collar
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ Collar

The one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.

Kendra Scott
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry Empire

Three C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”

Claire’s storefront
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 Stores

The retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.

Target CEO Brian Cornell and COO Michael Fiddelke
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag

Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.

Jewelers of America in Washington DC
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC

The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.

Tiffany & Co. Pop Up at U.S. Open
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US Open

The pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.

Bellman’s Jewelers The Truthful Jeweler Alex Bellman
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes Off

The New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”

Stock image of police cars with lights flashing
CrimeAug 20, 2025
Another CA Jewelry Store Rammed With Car, Robbed

The latest incident happened Monday at a store in Oakland, California, continuing a pattern JSA first warned about last month.

Oris New York Harbor Limited Edition II Watch
WatchesAug 20, 2025
Oris Launches Watch Benefiting NYC Harbor Oyster Restoration

The new aqua green New York Harbor Limited Edition II is the watchmaker’s second collaboration with the Billion Oyster Project.

Jewelers for Children logo
Events & AwardsAug 20, 2025
Take the Jewelers for Children ‘Trinity of Purpose’ Challenge

Participants who attend any three Rings of Strength events will be awarded a special medal.

Lulo Rose pink diamond
SourcingAug 19, 2025
Dubai’s Jemora Group Buys Diamond Miner Lucapa

The investment company, founded by Dev Shetty, has acquired the struggling miner and its assets, including the Lulo mine in Angola.

National Jeweler columnist and jewelry sales expert Peter Smith
ColumnistsAug 19, 2025
Peter Smith: The Arrival Fallacy and Jewelry Retail

Smith shares wisdom he gleaned from a podcast he was listening to one morning while being walked by his dog, a Malshi named Sophie.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy