The De Beers brand offers lab-grown diamonds in blush pink, pale blue, and traditional white.
New York—Lightbox, the lab-grown diamond brand launched by De Beers last year, will now be available in select Bloomingdale’s and Reeds Jewelers, the company announced Thursday.

This is the brand’s first foray into brick-and-mortar locations, beginning its rollout in the Bloomingdale’s New York City flagship and its San Francisco location, as well as in 30 Reeds Jewelers locations, mainly in shopping malls concentrated in the Southeast.

The retailers will also sell Lightbox jewelry online on their respective websites.

Launched in September 2018, Lightbox sells fashion jewelry with lab-grown diamonds, which retail for $800 per carat. The price point will remain the same at outside retailers, plus the cost of the setting.

The Lightbox selection will include pendant necklaces, stud earrings, bracelets and stacking rings, set with lab-grown diamonds in blush pink, pale blue and traditional white.

The lab-grown diamond jewelry will be branded clearly in-store and online, Lightbox said.

“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,” said Lightbox CEO Steve Coe in a press release.

Lightbox said its partnership with Bloomingdale’s and Reeds gives consumers the opportunity to interact directly with its products and give the company a better understanding of its customer base and the styles that resonate.

The company will bolster the launch via outdoor and digital advertising, social media sharing and events in key markets.

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