De Beers lab-grown diamond brand Lightbox opens New York pop-up for Cyber Week
today Nov 28, 2018
The pop-up, a brightly-lit 20' x 20' cube structure featuring displays of Lightbox diamonds, held a grand opening attended by the brand's general manager Steve Coe and Head of Marketing Sally Morrison, as well as several models from the brand's ad campaign.
Throughout Cyber Week – yet another extension of the U.S.'s post-Thanksgiving shopping holidays – shoppers can visit the pop-up to view and try on the Lightbox launch collection, which is currently only available online.
Pieces from the collection include pendants and stud earrings with lab-grown diamonds in blush pink, pale blue and standard white, with settings in silver and rose gold.
Visitors to the activation also receive an education on Lightbox's linear pricing model, which begins at $200 for a quarter carat and goes up to $800 for one-carat total weight, excluding the cost of the setting. While shoppers are not able to buy jewelry at the pop-up, brand ambassadors are present to coordinate online orders through the company's website.
All orders placed at the pop-up will receive free expedited shipping.
De Beers' move toward lab-grown diamonds comes as more millennial consumers show preference for the cheaper gems. Along with the lower price, the manufactured stones are just as attractive for not being associated with the human exploitation and environmental damage that trails the reputation of natural, mined stones.
According to a study by MVI Marketing, in a polled group of over 1,000 American consumers between the ages of 21 and 40, nearly 70 percent said they would be open to a lab-grown diamond for the center stone in an engagement ring if they were shopping – or helping to shop – for one.
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