De Beers’ lab-grown diamond brand, Lightbox, has caused quite a stir in New York City with its latest pop-up activation at The Oculus, Westfield World Trade Center, perfectly timed for Cyber Week. This event is just one part of the brand’s strategic push to take advantage of the surge in online shopping during the holiday season. Visitors to the pop-up have the exclusive opportunity to browse and try on pieces from the Lightbox launch collection, which are currently only available for purchase online.
The pop-up itself is a visually striking 20′ x 20′ cube structure bathed in bright lights, showcasing elegant displays of Lightbox diamonds. The grand opening event saw the attendance of key figures such as the brand’s general manager, Steve Coe, Head of Marketing, Sally Morrison, and models from the brand’s advertising campaign. Shoppers can interact with the lab-grown diamonds, available in blush pink, pale blue, and classic white, all set in silver and rose gold settings.
Aside from trying on the jewelry, visitors can also learn about Lightbox’s innovative linear pricing model. Prices start at $200 for a quarter-carat and rise to $800 for a one-carat total weight, not including the cost of the setting. While purchases cannot be made at the pop-up, brand ambassadors are on hand to help shoppers place online orders through the company’s website, with the added bonus of free expedited shipping on all orders.
De Beers’ decision to explore lab-grown diamonds is a direct response to the growing demand from millennial consumers looking for cost-effective and ethically-sourced alternatives to traditional mined stones. Emphasizing sustainability and ethical practices, Lightbox offers consumers a guilt-free choice that does not compromise on quality or style.
Recent research from MVI Marketing has shown that nearly 70 percent of American consumers aged 21 to 40 would consider a lab-grown diamond as the centerpiece for an engagement ring. This shift towards lab-grown diamonds indicates a change in the jewelry industry, where consumers are becoming more aware of the ethical and environmental consequences of their purchases.
Overall, the Lightbox pop-up in New York City exemplifies the increasing popularity and acceptance of lab-grown diamonds in the market. By delivering a unique and interactive experience for customers, De Beers is paving the way for a new era in the jewelry industry, one where sustainability, affordability, and ethical practices take center stage.
For more information on lab-grown diamonds and Lightbox, visit their official website here. To learn more about the ethical and sustainable practices of De Beers, click here.
