De Beers’ lab-grown diamond brand, Lightbox Jewellery, will soon appear in a couple of American retail stores.
Previously the brand, which launched last year, was only available to buy online and at various pop up events put on by De Beers. Lightbox will now, however, have a physical presence for the very first time.
The brand’s long-awaited first retail trial will start Monday October 21 at luxury American department store, Bloomingdale’s – starting with a presence inside the New York City flagship and San Francisco location.
Lightbox Jewellery will also be rolled out into 30 Reeds Jewelers stores, primarily in the Southeast.
The De Beers lab-grown diamond brand will be sold as part of a freestanding unit in the retailers’ fashion jewellery section, The stores will also sell the brand on their respective e-commerce platforms.
The wholesale move comes after the brand launched into its first country outside of US this summer.
While Lightbox has revealed no plans for the UK market yet, it is clear it is starting to roll out a wider retail strategy that will eventually extend into other key locations.