Diamonds / Industry

De Beers’ Lightbox Brand Opens First “Concept Shop”


On May 25, De Beers’ lab-grown diamond brand Lightbox opened its first concept shop, as a store-within-a-store at House of Showfields in Williamsburg, Brooklyn.

It is one of 20 shops within Showfields, an “experiential lifestyle store,” and plans to stay in the space until November.

Lightbox—which will have its first-ever booth at the JCK Show in Las Vegas next month, in the lab-grown pavilion—has done pop-up stores in the past.

Last year, the brand said it was looking into opening brick-and-mortar stores in the United States in 2024. A statement announcing the Brooklyn location said Lightbox “will continue to grow its retail presence.”

The 250 sq. ft. shop in Williamsburg is outfitted with mirrors, prismatic crystals, and hidden lighting elements that showcase the jewelry, including earrings and solitaire pairs up to 4 cts. t.w.

While Lightbox once vowed to keep its offerings under $1,000, it is now stocking higher price-point items, with pieces that start at $250 and go up to $3,700.

“With its future-forward approach and unique retail platform, Showfields gives us the ability to meet and engage with customers and share the Lightbox story in a more meaningful way,” said Antoine Borde, who was appointed Lightbox CEO last year.

Lightbox product is sold online and at 165 retail stores across the United States and Canada.

A rendering of the new Lightbox concept shop (photo courtesy of Lightbox)

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By: Rob Bates

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