MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
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
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Weekly QuizJun 20, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
