De Beers’ Lightbox Pops Up in New York

RAPAPORT… Lightbox, De Beers’ lab-grown-diamond brand, has opened a
pop-up store in New York for “Cyber Week,” an extension of Cyber Monday.

The shop at the Oculus, the World Trade
Center’s transportation hub, plaza and shopping mall, gives consumers an opportunity to experience the jewelry personally, the
company said Tuesday. It has previously only been available online. The pop-up, which measures 20 feet by 20 feet, opened
on November 26 and will run until November 30.

Along with Lightbox’s fashion jewelry made from blue, pink
and white synthetic stones, the store also features a customized styling
display, where customers can try on products from the collection, and an
interactive video wall for taking selfies.

De Beers launched its Lightbox division in May to sell consumers
synthetic-diamond jewelry at a lower cost than most lab-grown-diamond companies
currently offer. Sales began on its e-commerce site in September.

Image: Models at the Lightbox pop-up store. (Lightbox)