De Beers has scorned lab-made diamonds for years. Now it will sell them — for as little as $200.

De Beers has scorned lab-made diamonds for years. Now it will sell them — for as little as $200.

De Beers, the diamond giant that for years has promoted gemstones as pricey and precious, said it will begin selling man-made diamonds that cost about a tenth of the price of a mined gem. The line of pink, blue and white laboratory-grown diamonds, which De Beers will sell under a new brand, Lightbox Jewelry, is designed to persuade shoppers to think of synthetic diamonds as a “fun piece of fashion jewelry” instead of a lifelong investment, executives said Prices will start at as low as $200 to appeal to a new generation of shoppers. “We see this is as opening up new gifting occasions where perhaps a natural diamond would say too much or, frankly, be too expensive,” said Steve Coe, general manager of Lightbox Jewelry “This is something you might buy for a best friend or for a Sweet 16” The shift to synthetic is an unexpected move for the world’s largest diamond miner,. Source

Popular products near you

Popular Posts

Curations: Lucky Spring blooms for Van Cleef & Arpels, with new jewellery creations inspired by ...

It has become a yearly tradition for Van Cleef & Arpels to celebrate the season of rebirth by unveil...

read more

Gorgeous Diamond Jewelry For April Birthdays

Do April birthdays have it best? With diamonds as their birthstone, they just might. Our selection o...

read more

White Gold Moissanite Engagement Ring Set MOI-7145S

This interlocking diamond wedding set features a solitaire engagement ring with round moissan...

read more

Chanel encounters a “crush” with reinvented jewelry collection

French fashion house Chanel is looking for love and liberation with its reimagined Toi et Moi ring f...

read more

Subscribe to our Newsletter

Get the best news about jewelry and watch industries, products and services