EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing DiamondsLab-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.
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 …
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.
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.”
“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.”
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.
