De Beers U Turn On Lab Grown Diamonds Divides Industry. In May 2018 De Beers launched a laboratory-grown diamond jewellery brand Lightbox Jewellery. Since the announcement in May that De Beers one of the worlds largest diamond mining companies would be entering the lab-grown diamond market with a brand called Lightbox Jewelry the industry.
De Beers part of mining group Anglo American shocked the diamond industry last year when it announced it was reversing a decades-old policy. Lightboxs approach is telling. Factory that will churn out 500000 carats of lab-grown gems a year and Chinese producers are stepping up their output of.
Its the need to keep supplying a business process it created nurtured and protected which is what has driven De Beers into the world of lab-grown diamonds.
But this May the house performed a U-turn with Lightbox a new range of lab-grown diamonds produced under the De Beers Group umbrella. Divide and conquer if you will. Frances Gerety a copywriter with NW Ayer came up with A Diamond Is Forever Four words changed everything. After the Great Depression during which demand for diamonds understandably died De Beers was looking for a way to boost sales.
