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.
SourcingMay 29, 2018
De Beers to Begin Selling Lab-Grown Diamond Jewelry
It is monumental, though not entirely shocking, jewelry industry news.
This picture provided by De Beers shows a selection of Lightbox Jewelry, the line of diamond fashion jewelry set with lab-grown white, pink and blue diamonds created by Element Six. The line will initially be sold direct to consumers online beginning this fall.
London--De Beers is entering the jewelry end of the lab-grown diamond industry with the launch of Lightbox Jewelry, a company that sells fashion jewelry set with diamonds grown by Element Six.
The jewelry will be sold direct to consumers via LightboxJewelry.com starting in September, with retail partnerships to be announced “in due course,” the company said in formally announcing the launch of Lightbox on Tuesday.
Lightbox Jewelry will be, at least for now, limited to fashion jewelry, necklaces and earrings set with white, blue and pink man-made diamonds that are “accessibly priced.”
De Beers is charging $200 for a piece of Lightbox Jewelry set with a 0.25-carat diamond; $400 for a half-carat diamond; $600 for 0.75 carats; and $800 for pieces set with a 1-carat man-made diamond. (Prices are for white, blue and pink diamonds and do not include the setting.)
In the company’s news release about Lightbox, both De Beers CEO Bruce Cleaver and Steve Coe, the general manager of Lightbox Jewelry, said the line aims to fill what De Beers perceives as a void in the market for well-priced lab-grown diamond fashion jewelry and to clear up consumer confusion over man-made diamonds.
“Our extensive research tells us this is how consumers regard lab-grown diamonds—as a fun, pretty product that shouldn’t cost that much—so we see an opportunity here that’s been missed by lab-grown diamond producers. Lab-grown diamonds are a product of technology, and as we’ve seen with synthetic sapphires, rubies and emeralds, as the technology advances, products become more affordable. After decades of R&D investment, we’re able to offer consumers a better price today,” Cleaver said.
He added that Lightbox Jewelry will be a “small business” compared to what De Beers sells in mined diamonds.
Coe said: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds—what they are, how they differ from diamonds and how they are valued. Lightbox will be clear with consumers about what lab-grown diamonds are and will offer straightforward pricing that is consistent with the true cost of production.”
He added that they will add more colors and designs to the line over time.
De Beers’ entrance into the lab-grown diamond jewelry market is monumental, although not entirely shocking, jewelry industry news. There has been speculation for years about when—not if—the company would employ its synthetic diamond arm, Element Six, to add gem-quality diamonds to its industrial production.
The jewelry will be sold direct to consumers via LightboxJewelry.com starting in September, with retail partnerships to be announced “in due course,” the company said in formally announcing the launch of Lightbox on Tuesday.
Lightbox Jewelry will be, at least for now, limited to fashion jewelry, necklaces and earrings set with white, blue and pink man-made diamonds that are “accessibly priced.”
De Beers is charging $200 for a piece of Lightbox Jewelry set with a 0.25-carat diamond; $400 for a half-carat diamond; $600 for 0.75 carats; and $800 for pieces set with a 1-carat man-made diamond. (Prices are for white, blue and pink diamonds and do not include the setting.)
In the company’s news release about Lightbox, both De Beers CEO Bruce Cleaver and Steve Coe, the general manager of Lightbox Jewelry, said the line aims to fill what De Beers perceives as a void in the market for well-priced lab-grown diamond fashion jewelry and to clear up consumer confusion over man-made diamonds.
“Our extensive research tells us this is how consumers regard lab-grown diamonds—as a fun, pretty product that shouldn’t cost that much—so we see an opportunity here that’s been missed by lab-grown diamond producers. Lab-grown diamonds are a product of technology, and as we’ve seen with synthetic sapphires, rubies and emeralds, as the technology advances, products become more affordable. After decades of R&D investment, we’re able to offer consumers a better price today,” Cleaver said.
He added that Lightbox Jewelry will be a “small business” compared to what De Beers sells in mined diamonds.
Coe said: “We’ve learned from our research that there is a lot of confusion about lab-grown diamonds—what they are, how they differ from diamonds and how they are valued. Lightbox will be clear with consumers about what lab-grown diamonds are and will offer straightforward pricing that is consistent with the true cost of production.”
He added that they will add more colors and designs to the line over time.
De Beers’ entrance into the lab-grown diamond jewelry market is monumental, although not entirely shocking, jewelry industry news. There has been speculation for years about when—not if—the company would employ its synthetic diamond arm, Element Six, to add gem-quality diamonds to its industrial production.
Element Six is based in Maidenhead, United Kingdom, and has grown diamonds for industrial purposes, for items such as drills, lasers and speakers, for years.
With the launch of Lightbox, De Beers is sinking $94 million over the next four years into a second Element Six facility near Portland, Oregon. Once fully operational, the plant will be capable of producing more than 500,000 carats of diamonds per year.
De Beers said Lightbox Jewelry will be the only company to which Element Six supplies gem-quality lab-grown diamonds.
All Lightbox diamonds that weigh 0.2 carats or more will be inscribed with a permanent logo inside the stone, visible only under a microscope, marking as a lab-grown diamond made by Element Six.
More on Sourcing
The Latest
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.
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.
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.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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 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.
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.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
