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Lightbox to Launch Rings and Bracelets
Dec 3, 2018 10:19 AM
By Joshua Freedman
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RAPAPORT... 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)
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Tags:
bracelets, De Beers’, John Vardis, Joshua Freedman, lab-grown diamonds, Lightbox, Lightbox Jewelry, Rapaport News, retail, rings, sally morrison, Synthetic diamonds, Synthetics
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