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De Beers’ Lab-Grown Diamond Brand Moves Into 28 More Stores

Updated: Oct 17, 2020

By Michelle Graff

OCTOBER 7, 2020

New York—A year after its launch into brick-and-mortar stores, De Beers Group’s lab-grown diamond brand is expanding into 28 more stores owned by 10 different jewelers. Lightbox announced the expansion of its wholesale distribution network on Friday, one that will bring the brand’s retail footprint to almost 90 stores in the United States and Canada. Nineteen of the 28 stores being added are spread out among four Midwest jewelers: Riddle’s Jewelry, the Diamond Cellar, Harris Jewelers, and Wisconsin’s The Jewelry Center. Six stores in Northern California will carry Lightbox: four DeVons Jewelers, as well as Geoffrey’s Diamonds and Goldsmith, and Padis Jewelers, whose owners also operate the first and only Forevermark boutique in the U.S. The other three stores that will begin selling the lab-grown diamond brand are Bailey’s Fine Jewelry in North Carolina, the Reeds Jewelers store in Niagara Falls, New York (owned by Amherst, New York-based Reeds/Jenss) and IJL in Canada. “We are excited to expand our wholesale offering in the U.S. and Canada through independent retail, as it has been a key part of our strategy from the beginning,” said Nick Smart, the brand’s commercial director. “These stores have developed strong local connections with their communities, and we very much want to be a part of that.” When asked about additional wholesale expansion, Lightbox said it is “actively looking to grow” and is in discussions with more jewelers for possible spring 2021 launches.

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