AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
SourcingSep 26, 2018
De Beers’ Lab-Grown Diamond Jewelry Line to Launch Thursday
Lightbox is initially being sold online direct to consumers.
De Beers’ Lightbox lab-grown diamond jewelry is being marketed to consumers as fun fashion jewelry that women can buy for themselves or that can be given as gifts for high school graduations or a Sweet 16. Pictured at left in this Lightbox marketing image is some of the jewelry included in the initial collection.
London—Lightbox, the line of jewelry set with lab-grown diamonds from De Beers, will be available starting Thursday.
A marketing email dispatched Tuesday morning read “Your 48 Hour Countdown” at the top and invited consumers to “window shop while you wait” by previewing the line’s launch collection. There is also a launch countdown clock on the Lightbox Jewelry website.
The line is initially being sold online direct to the public.
Lightbox General Manager Steve Coe has said De Beers will do a “modest” brick-and-mortar trial run later this year and expand it over time; there has been speculation in the industry as to whether Signet Jewelers will be among the retailers to sell Lightbox.
The line, for now, is all fashion jewelry—pendants and stud earrings between 1/4 and 1 carat in size—and is targeted at younger consumers, with the marketing built around the idea that lab-grown diamonds are for slightly-less-special special occasions. They are for friends, not fiancées, as one De Beers executive put it, thereby setting them apart from the engagement ring business on which the diamond industry so heavily depends.
Lightbox man-made diamonds are available in pink, blue or white and are priced the same, regardless of color: $200 for a 1/4 carat; $400 for a 1/2 carat; $600 for a 3/4 carat and $800 for a 1-carat lab-grown stone.
The diamonds are being sold without grading reports because the diamonds are all “created to uniform specifications,” De Beers said, and so reports “have no bearing on either the product’s rarity or value,” though it is worth noting that selling diamonds without grading reports also helps to keep the cost down.
The prices do not include the setting. The man-made diamonds are being set in silver ($100) or 10-karat gold ($200).
Announced just before the Las Vegas jewelry trade shows, De Beers’ long-predicted foray into gem-quality lab-grown diamonds has sparked a flurry of commentary within the industry.
In launching the line, De Beers said its consumer research indicated buyers thoughts lab-grown diamonds were a “fun, pretty product that shouldn’t cost that much” and that it sees itself filling a void in the market for lower-priced diamond fashion jewelry.
It also noted Lightbox would be a “small business” compared to what De Beers sells in mined diamonds.
But longtime industry analyst Ben Janowski and journalist Chaim Even-Zohar—who said more than 10 years ago that De Beers would eventually sell
Editors' Picks
Sponsored by
man-made diamonds—both wrote that man-made diamonds are De Beers’ long game, and Lightbox is just the start.
The Anglo American-owned diamond company is looking to become the dominant producer and price-setter in the space, they wrote, and will eventually expand its offerings beyond a low-priced range of fashion jewelry, selling bigger man-made diamonds set into rings.
Much also has been written about De Beers’ pricing structure for Lightbox ($800/carat), which puts the company’s pieces well below what many other growers are currently charging.
Some, including a few retailers who attended a De Beers’ Lightbox lunch event in Las Vegas, praised the diamond giant for knocking down the price of man-made stones, which some feel are too high and, thereby, too close to the price of mined diamonds.
Some lab-grown diamond producers, however, have accused De Beers of predatory pricing.
A Bloomberg article published earlier this month stated that Tom Chatham, CEO of Chatham Created Gems and Diamonds, filed a complaint about De Beers’ lab-grown pricing practices with the Federal Trade Commission, though Chatham told JCK’s Rob Bates shortly after the article appeared that he would consider it a comment—not a formal complaint—and noted that more will be known about pricing after the line launches.
Element Six, De Beers’ industrial diamond arm, is making the stones used in Lightbox.
Initially, Lightbox jewelry will be set with diamonds from Element Six in the United Kingdom. Diamonds for future collections will come from a new, $94 million Element Six factory located just outside Portland, Oregon. Construction on the 60,000-square-foot facility is underway, with completion expected by 2020.
The Anglo American-owned diamond company is looking to become the dominant producer and price-setter in the space, they wrote, and will eventually expand its offerings beyond a low-priced range of fashion jewelry, selling bigger man-made diamonds set into rings.
Much also has been written about De Beers’ pricing structure for Lightbox ($800/carat), which puts the company’s pieces well below what many other growers are currently charging.
Some, including a few retailers who attended a De Beers’ Lightbox lunch event in Las Vegas, praised the diamond giant for knocking down the price of man-made stones, which some feel are too high and, thereby, too close to the price of mined diamonds.
Some lab-grown diamond producers, however, have accused De Beers of predatory pricing.
A Bloomberg article published earlier this month stated that Tom Chatham, CEO of Chatham Created Gems and Diamonds, filed a complaint about De Beers’ lab-grown pricing practices with the Federal Trade Commission, though Chatham told JCK’s Rob Bates shortly after the article appeared that he would consider it a comment—not a formal complaint—and noted that more will be known about pricing after the line launches.
Element Six, De Beers’ industrial diamond arm, is making the stones used in Lightbox.
Initially, Lightbox jewelry will be set with diamonds from Element Six in the United Kingdom. Diamonds for future collections will come from a new, $94 million Element Six factory located just outside Portland, Oregon. Construction on the 60,000-square-foot facility is underway, with completion expected by 2020.
More on Sourcing
The Latest
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
