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“Price Reflects Story: When the Value of What Is ‘Made’ Can Never Rival the Beauty of Nature”

The recent closure of Lightbox — the lab-grown diamond brand of De Beers, a global diamond industry leader — marks a pivotal moment that highlights a deeper perspective on today’s jewelry market.

What drove De Beers to make such a significant move?
The answer lies in the relentlessly declining prices of CVD Lab-Grown Diamonds (LGD) in the jewelry sector, a clear signal that their perceived value is being diminished — reduced to nothing more than a commodity in the marketplace.

In contrast, natural diamonds are the result of extraordinary geological processes spanning billions of years — rare, finite, and able to carry emotional and generational value.
De Beers sees LGDs as industrial products born from man-made processes, destined to drop in price as production technology advances, costs fall, and supply inevitably increases — making them subject to pure market forces.

As global competition intensifies, price wars dominate the retail scene. The market position of LGDs has become increasingly apparent.
This is why De Beers, a brand built on the philosophy of “Timeless Value”, chose to return to its roots.

The decision to discontinue Lightbox is more than just a business adjustment — it’s a bold statement of brand identity:
For De Beers, the true value of fine jewelry can never be replicated by synthetic processes. It must come from the rare beauty that only nature can create.

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