De Beers plans to expand its Lightbox product offering next year after observing strong consumer interest in its rollout of synthetic-diamond jewelry.
The company hopes to introduce stackable rings in the latter part of the first quarter, Sally Morrison, Lightbox’s chief marketing officer, confirmed to Rapaport News Monday. Bracelets will then come onto the market later in 2019.
John Vardis, who posts on Twitter as @diamondanalyst, revealed the development on the social-media platform on Friday after visiting a pop-up store Lightbox opened in New York last week.
Lightbox launched sales of its fashion jewelry in September, featuring white, pink and blue lab-grown diamonds. De Beers is marketing them as fun, affordable products, rather than targeting the bridal market, with retail prices at $800 per carat plus the setting.
Its temporary jewelry display at the Oculus transportation hub last week was the first time the products had been on show in a physical retail location. Consumers were able to see the products, try them on, and ask questions to Lightbox representatives.
“Traffic was very healthy, and consumers were engaged and curious,” Morrison added. “Primarily, their questions confirmed what earlier research had told us: That there is general confusion about the category. Overall response was positive about the product — people thought it looked good.”
Image: Models at the Lightbox pop-up store. (Lightbox)