Lightbox, the De Beers Group laboratory-grown diamond jewellery company, commenced Cyber Week with the opening of its first pop-up store at The Oculus, Westfield World Trade Center in New York on 26^th November 2018.

Lightbox General Manager Steve Coe and Head of Marketing Sally Morrison were joined by models from the brand's advertising campaign for a lighting ceremony. The 400-square-foot pop-up will give shoppers the opportunity to view the launch collection from Lightbox (currently only available online) featuring pendants and stud earrings set with pink, pale blue and white lab-grown diamonds. Started on 26^th November, the pop-up will run till 2^nd December.

The jewellery is set in either silver or rose gold and Lightbox's easy-to-understand linear pricing model is highlighted within the space. Prices start at just $200 for a quarter carat and range up to $800 for one-carat total weight, plus the cost of the setting.

The pop-up has an interactive selfie video wall where visitors can share a moment. Also, customers can try jewellery at the pop-up. Besides, all orders placed at the pop-up will receive free expedited shipping.

It was in May when De Beers launched its Lightbox division, a lab-grown diamond jewellery brand.