Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.
De Beers to Begin Selling Lab-Grown Diamond Jewelry
It is monumental, though not entirely shocking, jewelry industry news.

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.
The Latest

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.


Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

Smith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.

Associate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.

Respondents were concerned about job availability and rising prices.

Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.

Two men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.

The “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.

The brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.

She was remembered as a creative and generous woman of faith, who also had a sweet tooth.

Move over neck mess, the ear story is the way to make a layering statement today.

The New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.

The “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.

Holiday sales growth is expected to slow as consumers grapple with inflation and tariff-related uncertainty.

Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.

The red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.

A trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.

The manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.

The jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.

The Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.