Lightbox to Debut at Bloomingdale’s, Reeds

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)