EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
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
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
