The rebrand contains a new model, tagline (“Bringing delicate to life”), website, and packaging, along with two small new jewelry collections, “Reminiscence” and “Metropolis Lights,” and a pair of campaigns that will run concurrently this fall.
The first advertising and marketing marketing campaign stars actor and model Emma Breschi alongside her sister and maternal grandmother and is designed to be the additional emotional of the two, tapping into the idea of jewelry as an adjunct that’s worn and shared all through generations.
Within the meantime, the second advertising and marketing marketing campaign, created throughout the theme of “Shine Shiny Spend A lot much less,” is additional wise in nature, emphasizing Lightbox’s not too way back lowered prices along with the overall affordability of lab-grown diamond jewelry.
It consists of the tagline, “The one issue that’s unusual are our prices,” a nod to every the product’s pricing along with its lack of rarity as in contrast with pure diamonds.
All through the Las Vegas jewelry reveals in late May/early June, De Beers launched plans to shift all manufacturing at its diamond-growing manufacturing unit in Gresham, Oregon—the $94 million facility purpose-built for Lightbox and opened in late 2020—to industrial diamonds.
In an interview carried out on the JCK current on May 31, De Beers CEO Al Cook dinner dinner instructed Nationwide Jeweler that Lightbox as a mannequin would nonetheless exist, with gem-quality diamond manufacturing persevering with on the manufacturing unit “for a few months” to ensure it has stock to advertise.
When requested what happens when the mannequin exhausts its current present of stones and De Beers is not rising diamonds for jewelry, Cook dinner dinner said in May that it was “too early to say.”
Lightbox CEO Antoine Borde was not made on the market to Nationwide Jeweler for an interview regarding the company’s rebranding and its future, nonetheless a De Beers Group spokesperson confirmed Tuesday that the Gresham manufacturing unit is not producing diamonds for Lightbox.
The spokesperson moreover reiterated Cook dinner dinner’s response from May about Lightbox’s long-term future, noting the mannequin’s “ongoing perform in supporting differentiation between pure and lab-grown diamonds.”
Lightbox’s “Poet” hoop earrings from the “Reminiscence” assortment, seen proper right here in 14-karat white gold, are set with half-carat lab-grown diamonds and retail for $700.
This “Alberta” necklace from Lightbox’s completely different new assortment, “Metropolis Lights,” retails for $700. The objects in every new collections might be present in 14-karat yellow or white gold.
The “Wistful” lab-grown diamond drop earrings from “Reminiscence,” seen proper right here in 14-karat yellow gold, retail for $600. They full 0.5 carats (1 / 4 carat in each ear).
The three-stone “Sellwood” ring from the “Metropolis Lights” assortment, pictured proper right here in 14-karat white gold, retails for $600.
Lightbox’s rebrand included new jewelry containers.
Six of the seven objects throughout the “Reminiscence” capsule assortment are out now as properly (launch of the final word piece, the “Wistful” ring, is delayed). Impressed by the recollections evoked by jewelry, prices for the objects throughout the line range from $500-$800.
The “Metropolis Lights” assortment, a 10-piece assortment that features lab-grown diamonds in “scattered” settings meant to mimic a metropolis skyline at dusk, will launch later this month.
Lightbox said these new collections are the first in a group of “trend-driven” product drops it plans to make this fall.
They adjust to the launch of a capsule assortment of “explicit value” tennis necklaces and bracelets, all of which can be priced lower than they have to be based mostly on Lightbox’s new per-carat pricing building.
For example, a Lightbox tennis necklace set with 12.5 carats of E-F color, VS readability diamonds is priced at $8,125. That works out to about $650 per carat, decrease than the $900 per carat Lightbox in the mean time prices for its top-quality (“Most fascinating”) objects.
“Our accessible prices, our pleasing and vibrant enhancements, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox’s broad attraction,” Chief Promoting Officer Melissa Crivillaro said in a press launch.
“As we lean into our subsequent chapter with a revived identification, new ingenious campaigns, and daring worth messaging, we look to connect additional deeply with our prospects.”
Lightbox said it is going to proceed to roll out its new mannequin identification with a mix of digital and social media, junk mail, and out-of-home placements later this month.