De Beers Group has announced plans to phase out its lab-grown diamond jewelry brand, Lightbox, marking a strategic shift back to prioritizing natural diamonds in its core business.
Launched in 2018, Lightbox was created to offer a clear distinction between lab-grown and natural diamonds, including a straightforward pricing model that started at $800 per carat. However, prices in the lab-grown diamond market have since plummeted—dropping approximately 90 percent at the wholesale level—reflecting a shift toward cost-based pricing and distancing the product further from the premium value associated with natural stones.
In light of these market trends, De Beers has decided to exit the lab-grown jewelry segment. The company is currently exploring the sale of Lightbox-related assets, including remaining inventory, as part of the winding-down process.
This move supports De Beers’ Origins Strategy, introduced in May 2024, which emphasizes focusing on areas with stronger returns and streamlining operations. The closure of Lightbox will allow the company to redirect resources toward enhancing the appeal of natural diamonds through increased marketing and brand efforts.
De Beers has committed to supporting its stakeholders throughout the transition, including employees, retail partners, and suppliers. Customers who have purchased from Lightbox will continue to receive warranty and post-sale services during the closure period.
