Editor’s Note
De Beers’ decision to shutter its Lightbox lab-grown diamond brand marks a strategic pivot to reinforce the exclusivity of natural diamonds. This move underscores the ongoing industry debate about value, scarcity, and consumer perception between mined and synthetic stones.
On May 9, De Beers Group announced plans to shut down its lab-grown diamond jewelry brand, Lightbox, to further reinforce its commitment to natural diamonds in the jewelry sector. As part of the brand closure process, De Beers Group is in discussions with potential buyers regarding the sale of certain brand assets, including inventory.
Lightbox was established in 2018, with its launch aimed at clearly delineating the differences in attributes and value between lab-grown diamonds and natural diamonds. The business was introduced with a transparent linear pricing of $800 per carat. Since then, with continuous technological advancements, wholesale prices in the lab-grown diamond jewelry sector have fallen by 90%, gradually approaching a “cost-plus” model and continuing to diverge from natural diamond prices. In light of the sharp price decline, De Beers Group has decided to discontinue the Lightbox business.
