Editor’s Note
The closure of De Beers’ lab-grown diamond brand Lightbox signals a major strategic pivot for the industry giant, ending a six-year experiment that challenged traditional diamond pricing.
Lightbox, the lab-created diamond brand launched by De Beers Group, is shutting down. The brand, which debuted in 2018, was controversial from the outset for its strategy of pricing lab-grown diamonds significantly lower than mined diamonds, a move that disrupted traditional pricing models in the diamond industry.
The closure marks a significant shift in the strategy of one of the world’s largest diamond companies regarding synthetic stones. Lightbox was positioned as a fashion jewelry brand, explicitly distinguishing its products from natural diamonds intended for fine jewelry and engagement rings.
The brand’s shutdown raises questions about the long-term market positioning and profitability of lab-created diamonds in the broader jewelry sector. Industry analysts note that while the lab-grown diamond market has seen rapid growth, intense competition and falling prices have put pressure on margins.
