Lightbox, De Beers’ lab-grown diamond brand, has appointed Antoine Borde (pictured) its new CEO.
He replaces Steve Coe, Lightbox’s first CEO, who came from Element Six, the De Beers–owned industrial diamond producer. Coe left the brand earlier this year.
Borde has more of a product and marketing background, and he has specialized in digital commerce and consumer-facing businesses.
Most recently, Borde was the global e-commerce vice president at Danone, the French multinational food products corporation. Prior to that, he served as senior vice president for e-commerce and digital transformation at Coty Luxury. He also worked at L’Oréal for 12 years, where he filled several senior e-commerce and marketing roles.
Borde’s “record of accomplishments and experience managing within global brand environments make him the ideal fit to advance the Lightbox strategy and reinforce its position as the preeminent lab-grown diamond brand,” said Marc Jacheet, CEO of De Beers Brands, in a statement.
“Antoine is an innovator and an expert in digital commerce transformation, and we are confident he can continue to develop the brand’s full potential and drive long-term growth,” he continued.
“I am thrilled to join the dynamic team at Lightbox and be part of the fast-evolving category of lab-grown diamonds,” added Borde in the same statement. “I believe there is a tremendous opportunity for us to grow an entirely new market in the accessible fashion jewelry category, and I look forward to helping Lightbox continue to progress the future of lab-grown diamonds.”
Borde will be based in London and will report to Jaheet. Borde has an MBA from the Kellogg School of Management at Northwestern University in Illinois.
Lightbox recently said in a filing with Companies House, the U.K. corporate registry, that it was considering opening some U.S. brick-and-mortar retail stores in 2024.
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