Lightbox Launches New Campaigns - Despite Ending Production
September 27, 24
(IDEX Online) - Lightbox has just launched new campaigns for its lab grown diamonds - despite its announcement in June that it was halting production.
The wholly-owned De Beers-owned subsidiary says it has enough existing inventory to keep it going for the time being.
The production facility in Portland, Oregon, USA, is now being used to manufacture industrial diamonds by Element Six, also owned by De Beers.
"Lightbox has sufficient existing inventory from Element Six to meet the brand's needs for the foreseeable future," a company spokesperson told IDEX Online.
"At JCK (in June), we communicated that Element Six (our synthetic diamond industrial business which had also been producing LGDs for Lightbox) would suspend production of LGDs for jewellery to focus on high-tech industrial applications.
"However, Lightbox as a brand is continuing as it plays an important role in supporting the differentiation between LGDs and natural diamonds as LGD prices continue to decline and they are increasingly used in fashion jewellery.
"The latest Lightbox campaigns, referenced in the email below, reinforce this as they focus on foregrounding the message of Lightbox's recently lowered per carat pricing and its fashion-forward approach to product design.
Lightbox says its new Fall campaigns - Shine Bright Spend Less and Modern Family - reflect the brand's focus on fashion jewelry and accessible pricing.
Melissa Crivillaro, Lightbox's chief marketing officer, said: "Our accessible prices, our fun and colorful innovations, and our fashion-focused lab-grown diamond jewelry collections underpin Lightbox's broad appeal.
"As we lean into our next chapter with a revived identity, new creative campaigns and bold price messaging, we look to connect more deeply with our customers."
Pic courtesy Lightbox. Image from its Modern Family campaign.