Events & AwardsJun 06, 2025
Here Are the 2025 Retailer Hall of Fame InducteesThis year’s honorees include a Midwest retailer and two multi-store independents, one in New York and the other in New England.
Lab-GrownOct 07, 2020
De Beers’ Lab-Grown Diamond Brand Moves Into 28 More Stores
Lightbox now will be sold throughout the Midwest, as well as in California, New York and Canada.
Three pairs of earrings set with pink, blue and white lab-grown diamonds from Lightbox. The De Beers-owned brand is expanding into 28 more brick-and-mortar stores, mainly in the Midwest.
New York—A year after its launch into brick-and-mortar stores, De Beers Group’s lab-grown diamond brand is expanding into 28 more stores owned by 10 different jewelers.
Lightbox announced the expansion of its wholesale distribution network on Friday, one that will bring the brand’s retail footprint to almost 90 stores in the United States and Canada.
Nineteen of the 28 stores being added are spread out among four Midwest jewelers: Riddle’s Jewelry, the Diamond Cellar, Harris Jewelers, and Wisconsin’s The Jewelry Center.
Six stores in Northern California will carry Lightbox: four DeVons Jewelers, as well as Geoffrey’s Diamonds and Goldsmith, and Padis Jewelers, whose owners also operate the first and only Forevermark boutique in the U.S.
The other three stores that will begin selling the lab-grown diamond brand are Bailey’s Fine Jewelry in North Carolina, the Reeds Jewelers store in Niagara Falls, New York (owned by Amherst, New York-based Reeds/Jenss) and IJL in Canada.
“We are excited to expand our wholesale offering in the U.S. and Canada through independent retail, as it has been a key part of our strategy from the beginning,” said Nick Smart, the brand’s commercial director.
“These stores have developed strong local connections with their communities, and we very much want to be a part of that.”
When asked about additional wholesale expansion, Lightbox said it is “actively looking to grow” and is in discussions with more jewelers for possible spring 2021 launches.
RELATED CONTENT—To Sell or Not To Sell: That’s the Lab-Grown Question
De Beers launched Lightbox in May 2018, starting with online-only sales direct to consumers.
In October 2019, Lightbox’s wholesale trial run started with Wilmington, North Carolina-based Reeds Jewelers Inc. and Bloomingdale’s.
Today, the lab-grown diamond brand is in a total of 87 stores: the 28 stores mentioned above, as well as 56 Reeds stores and three Bloomingdale’s locations, including the flagship store on 59th Street in New York City.
RELATED CONTENT: Consumers Saw Lightbox. Here’s What They Wanted To Know.
Currently, De Beers grows the diamonds it uses for Lightbox jewelry at the Element Six facility in the United Kingdom while its U.S. factory is under construction.
That facility, located in the Portland, Oregon suburb of Gresham, is slated to open this fall, and is expected to produce 200,000 carats of polished diamonds per year.
More on Lab-Grown
The Latest
CollectionsJun 06, 2025
Piece of the Week: Harwell Godfrey’s ‘Granny Squares Eleanor’ Necklace As an homage to iconic crochet blankets, the necklace features the nostalgic motif through a kaleidoscope of cabochon-cut stones.
Events & AwardsJun 05, 2025
The 12 Fresh Faces in Couture’s Design AtelierDiscover the dozen up-and-coming brands exhibiting in the Design Atelier for the first time.
Brought to you by
The True Power Behind the Counter: Why Sales Associates Are the Heart of the Jewelry BusinessWhen investing in your jewelry business, it's important not to overlook the most crucial element of success: the sales associates.
SourcingJun 05, 2025
A Rare Suite of Rubies Has Arrived in Las VegasThe “Royal Ruby” Collection is a quintet of untreated rubies curated by collector Jack Abraham.
Weekly QuizJun 05, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 05, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
MajorsJun 05, 2025
Platinum Guild International Updates Leadership TeamTwo existing executives have been given new roles.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Events & AwardsJun 05, 2025
Zillion Announces 'Women in STEM' Scholarship RecipientMeredith Tiderington, an electrical engineering student, was selected for the award.
Events & AwardsJun 04, 2025
As JCK Talks Returns, Don’t Miss These 12 SessionsFrom design trends to sustainability, here’s a roundup of can’t-miss education sessions at JCK Las Vegas.
CrimeJun 04, 2025
10 Safety Tips for the Las Vegas Shows The Jewelers’ Security Alliance offers advice for those attending the annual trade shows.
MajorsJun 04, 2025
Amy Curran Promoted at Hill & Co.Her new role is director of strategic initiatives.
CollectionsJun 03, 2025
In Her Latest Collection, Viviana Langhoff Is Leaning Into GoldThe designer is embracing bold pieces with weight to them in “AU79,” a collection she celebrated with a creative launch party.
FinancialsJun 03, 2025
Signet Jewelers Sees Turnaround in Q1 With Sales Ticking Up 2%On an earnings call, CEO J.K. Symancyk discussed what’s working for the company and how it’s preparing for the potential impact of tariffs.
SurveysJun 03, 2025
Consumer Confidence Improves in May The index partially rebounded after months of decline, due in part to the U.S.-China deal to temporarily reduce import tariffs.
CollectionsJun 03, 2025
Dakota Johnson Is Roberto Coin’s New Brand AmbassadorThe actress stars in the latest campaign set in Venice, Italy, and is set to participate in other creative initiatives for the jeweler.
GradingJun 03, 2025
Mason-Kay Jade Adds ‘Fei Cui’ to Jade ReportsThe company has joined other labs, including GIA and Lotus Gemology, in adopting the Chinese term for "jadeite jade."
SourcingJun 02, 2025
Gemfields’ June Auction to Include 36-Carat RubyThe large stone will be offered at its June sale along with a selection of secondary-type rubies from a new area of the Montepuez mine.
GradingJun 02, 2025
GSI Opens New Lab in Thailand Located in Bangkok, the laboratory is Gemological Science International’s 14th location worldwide.
TrendsJun 02, 2025
Amanda’s Style File: Three Gems for June Those born in June have a myriad of options for their birthstone jewelry.
SourcingJun 02, 2025
David Allouche Joins Grandview Klein DiamondsThe diamond industry veteran has been named its senior sales executive.
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
