De Beers' Lightbox Pops Up in New York

RAPAPORT... Lightbox, De Beers' lab-grown-diamond brand, has opened apop-up store in New York for "Cyber Week," an extension of Cyber Monday. The 20-square-foot shop at the Oculus, the World TradeCenter's transportation hub, plaza and shopping mall, gives consumers an opportunity to experience the jewelry personally, thecompany said Tuesday. It has previously only been available online. The pop-up openedon November 26 and will run until November 30. Along with Lightbox's fashion jewelry made from blue, pinkand white synthetic stones, the store also features a customized stylingdisplay, where customers can try on products from the collection, and aninteractive video wall for taking selfies. De Beers launched its Lightbox division in May to sell consumerssynthetic-diamond jewelry at a lower cost than most lab-grown-diamond companiescurrently offer. Sales began on its e-commerce site in September. Image: The Lightbox pop-up store. (Lightbox)