De Beers Winds Down Lightbox as It Refocuses on Natural Diamonds

De Beers is pulling the plug on its lab-grown diamond brand Lightbox, signaling a return to its roots in natural stones. The move comes as the company navigates a rough patch in the global diamond market—marked by falling prices, weaker demand, and growing economic uncertainty.

In an official statement, the diamond giant confirmed it is exploring the sale of Lightbox’s remaining assets, including unsold inventory.

Launched in 2018, Lightbox was a bold experiment for De Beers. For decades, the company had limited synthetic diamonds to industrial applications. But with Lightbox, it offered affordable, lab-created gems to consumers—challenging long-held views on diamond value and sparking a shake-up in the industry.

The first signs of retreat appeared in mid-2024 when De Beers announced it would halt production for Lightbox. Now, that decision has become final, as the company recommits to its natural diamond portfolio, which remains the cornerstone of its luxury image and profitability.

The closure is also tied to larger changes at De Beers’ parent company, Anglo American. Currently undergoing a strategic overhaul, Anglo is weighing options to either sell or publicly list the 137-year-old diamond brand to simplify operations and boost shareholder value.

While Lightbox was a significant chapter in De Beers’ history, its closure reflects a broader industry recalibration and the brand’s intent to stay true to what it knows best: natural diamonds.