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The luxury jewelry space has always been about traditions, scarcity and brilliance. But in recent years, a main player has tried to break this template.
I have launched something new-something challenging long beliefs about what makes diamonds valuable.
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Initially, it looked like a bold step that could disrupt the entire industry. The pricing was transparent, its position was new, and the market looked ready for change.
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But now, after less than a decade, this experience ends.
Photo and colon source; Gety pictures
De Beers closes the non -jewelry brand
De Beers closes Lightbox, the jewelry brand that is betting on the manufacturer’s diamond. What started as a new measure on Sparkle ends with a difficult axis to the tradition.
Lightbox was launched in 2018, which is a De Beers attempt to draw a bold line between natural diamonds and their laboratory counterparts. Concept? Make it simple: $ 800 per carat, no smoke, no mirrors.
But the shine did not last. Prices cultivated in the laboratory-decreased to 90 % in the sentence-and the area got bypassing cheap stones from China and discount boxes in American supermarkets.
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“Lightbox has helped highlight the basic differences in value between these two categories,” said CEO of De Beers Al Cook. “We expect that both the cost and price of the implanted diamonds will decrease in the laboratory in the jewelry sector.”
translation? De Beers outside. He is said to look forward to canceling the remaining Lightbox – stock, assets and everything.
De Beers Pivots to Tech with artificial diamond play
Lightbox decline is a major part of the “Origins Strategy” of De Beers, a plan aimed at reducing fats and inclination to what succeeds: rare natural and high -sideline natural diamonds.
But artificial diamonds do not go far. They only move from jewelry meters to circuit plates. The DE Beers’s Six, which was used to provide Lightbox, will go to industrial and technical applications, such as semiconductor and quantum technology.
The company plans to increase production at the elegant Oregon facility and cooperate with a global list of innovators in high -growth sectors. With over 70 years of experience, Element Six wants diamonds to something stronger than the status code.
From De Beers, a human -made diamond future does not revolve around brilliance. It comes to speed, accuracy and advanced technology. And if I ask them, then the real bling is now in laboratories.
With the loss of stones implanted in the laboratory, it loses its brilliance in the jewelry box, De Beers bets that the following large value play will be in high-tech-listed laboratories on the fingers of the ring.
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