De Beers, the icon of the natural diamond industry, has fully revised their vision on lab-grown diamonds.
In 2018, De Beers launched with Lightbox their brand for selling lab-grown diamonds. At that time, their purpose was to convince the consumer that lab-grown diamonds was only a nice product to be used in fashion Jewellery; claiming lab-grown diamonds have no emotional value at all and therefore not used to celebrate special moments in life. They even used the term ‘shallow moments’ in their launch presentation in Las Vegas.
Nevertheless, their move was not seen negative by the lab-grown diamond industry.
On the contrary. De Beers legitimized the product and created an amount of awareness, which would take the lab-grown diamond industry years to achieve the same impact. They gave green light to all the companies and brands, which at that time were hesitant to sell them.
Five years later, De Beers is admitting that the product has indeed an emotional value. Two weeks ago, Lightbox announced the launch of their bridal collection. This is a significant change in strategy undermining their own previous efforts to protect the bridal market of using lab-grown diamonds.
We find this news exciting and the future for lab-grown diamonds looks very promising.
They are here to stay and are not a substitute for mined diamonds but an alternative for retailers to offer a bigger and often better quality or environmental friendly diamond at an affordable price.
Working with Madestones, you are working with a pioneering company in the lab-grown diamond industry. Since 2009, we are offering our clients the full range of finest quality laboratory-grown diamonds, consistency of supply, individual approach, full transparency as well as sales and marketing support, and continue to do so every day.
Don’t forget, the Madestones webshop is available. You no longer need to ask for the availability or price of our certified stones.
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- And much more to explore now and during the future upgrades of the webshop
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