CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
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
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
