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Lightbox to Debut at Bloomingdale’s, Reeds

De Beers’ lab-grown brand was previously only available online and at pop-ups.
Oct 15, 2019 7:08 AM   By Rapaport News
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RAPAPORT... De Beers will partner with two major retailers to promote Lightbox, its brand of affordable lab-grown diamond jewelry.

Lightbox’s $800-per-carat jewelry is set to be sold in select Bloomingdale’s stores, including in New York City and San Francisco, the company said last week. It will also be distributed through 30 stores belonging to independent retailer Reeds Jewelers, which are primarily located in shopping malls throughout the US southeast.

Lightbox, which launched as an e-commerce business last September, had already successfully trialed physical retail through a series of pop-up stores across the US. This revealed a “strong interest from consumers to see, touch and feel the product and to have an opportunity for dialog,” according to De Beers. This has paved the way for the new partnerships with Bloomingdale’s and Reeds, said Lightbox CEO Steve Coe.

“We have talked to many consumers since launch, and it’s clear that they are interested in fashionable, affordable lab-grown-diamond jewelry, which is not currently available in store, but is exactly what Lightbox offers,” he explained. “This is why we’re so excited to introduce our collections to our partners.”

Bloomingdale’s and Reeds will each offer a selection of Lightbox jewelry set with synthetic diamonds in blush pink, pale blue and white. Lightbox will support the launch with out-of-home and digital advertising, social-media content, and event activations in key markets.

Image: Stacking rings from Lightbox. (De Beers)
Tags: Bloomingdale’s, De Beers, lab-grown, lab-grown diamonds, Lightbox, new york, Rapaport News, Reeds, Reeds Jewelers, san francisco, Steve Coe, Synthetic diamonds, Synthetics
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