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In a strategic move set to impact the global jewelry market, De Beers, one of the world’s most iconic diamond mining companies, has announced the termination of its lab-grown diamond business. The decision marks the end of Lightbox Jewelry, its synthetic gem brand launched in 2018, and signals a decisive return to its roots: natural diamonds.
The company, controlled by the Anglo American group, had paused the sale of lab-created jewelry last year, while keeping the operation under review. Now, De Beers has confirmed it is in talks to sell off remaining Lightbox assets, including inventory, to potential buyers.
A Shift in Value and Positioning
Lightbox was initially created to tap into a segment of consumers seeking more affordable jewelry, with standardized pricing and full transparency about the stones’ synthetic origins. However, the market response fell short of expectations — especially within the high-end sector, where exclusivity, tradition, and symbolic value remain key purchasing drivers.
De Beers’ decision highlights a shift away from the rising popularity of lab-grown diamonds, which had gained momentum as a more sustainable and economical alternative. With this pivot, the mining giant repositions its focus on the timeless prestige of natural diamonds, reinforcing the narrative of enduring luxury and legacy — foundational pillars for brands aiming to preserve their premium aura.
Ripple Effect in the Luxury Market
According to analysts, this strategic U-turn also reflects the saturation of a market that expanded rapidly but lost appeal at the top of the luxury consumption pyramid. For consumers investing in high jewelry, the allure of a natural diamond — rare, eternal, and rich in historical and emotional value — continues to outweigh technological innovations.
Moreover, leading industry names such as Cartier, Tiffany & Co., and Van Cleef & Arpels remain fully committed to using natural stones in their collections, further strengthening this move to preserve the authenticity of luxury.
