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.
Editors' Picks
Sponsored by
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
Policies & IssuesFeb 09, 2026
U.S., India Trade Deal One Step Closer to Being FinalizedThe White House issued an official statement on the deal, which will eliminate tariffs on loose natural diamonds and gemstones from India.
Events & AwardsFeb 09, 2026
JA Now Accepting Entries for 2026 CASE AwardsEntries for the jewelry design competition will be accepted through March 20.
IndependentsFeb 09, 2026
James Free Jewelers Unveils Revamped FlagshipThe Ohio jeweler’s new layout features a curated collection of brand boutiques to promote storytelling and host in-store events.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
TrendsFeb 09, 2026
These 14 Jewels Will Melt Your Heart This Valentine’s DayFrom heart motifs to pink pearls, Valentine’s Day is filled with jewelry imbued with love.
Weekly QuizFeb 05, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeFeb 06, 2026
Florida Man Sentenced After Selling Fake Native American Jewelry for a Decade Prosecutors say the man attended arts and craft fairs claiming he was a third-generation jeweler who was a member of the Pueblo tribe.
FinancialsFeb 06, 2026
Pandora’s North America GM Departs Amid Executive ChangesNew CEO Berta de Pablos-Barbier shared her priorities for the Danish jewelry company this year as part of its fourth-quarter results.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
TrendsFeb 06, 2026
Margot Robbie, Jacob Elordi Wear Matching Cece Jewellery Signet RingsOur Piece of the Week picks are these bespoke rings the “Wuthering Heights” stars have been spotted wearing during the film’s press tour.
MajorsFeb 05, 2026
Pandora to Begin Selling Platinum-Plated JewelryThe introduction of platinum plating will reduce its reliance on silver amid volatile price swings, said Pandora.
SourcingFeb 05, 2026
De Beers Lowers Production Guidance for 2026, Anglo Mulls Another WritedownIt would be the third impairment charge in three years on De Beers Group, which continues to grapple with a “challenging” diamond market.
IndependentsFeb 05, 2026
Borsheims to Undergo Massive Renovation in the Spring The Omaha jewelry store’s multi-million-dollar renovation is scheduled to begin in mid-May and take about six months.
CollectionsFeb 05, 2026
Marco Bicego’s Amethyst Collection Travels to a Purple ParadiseThe “Paradise Amethyst” collection focuses on amethyst, pink tourmaline, garnet, and 18-karat yellow gold beads.
FinancialsFeb 05, 2026
Watches of Switzerland Reports Strong Holiday Results in Q3The retailer credited its Roberto Coin campaign, in part, for boosting its North America sales.
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
