In an era of celebrity and glamour it is perhaps more relevant than ever to say that diamonds are indeed a girls best friend! And while not everyone can get their hands upon real precious diamonds, De Beers has just come up with an ingenious alternative; laboratory grown diamonds.

While some might turn their nose up at the idea of wearing jewelry encrusted with what they perceive to be 'fake' laboratory grown diamonds, it is becoming increasingly clear that wider public opinion is changing. For example, a recent study supported by the Diamond Producers Association, discovered that 16% of consumers now say that laboratory grown diamonds are 'real'. Furthermore similar surveys by MVI marketing indicate that young consumers in particular would have no problem in purchasing lab grown diamonds, with many opting to have them form part of special items of jewelry like engagement rings, for instance.

This should not come as too much of a surprise however. You only have to look at the red carpet of Hollywood and the vast jewlery shows in places like Las Vegas to see that lab grown diamonds are becoming somewhat of a fashionable hit. After all they are flawlessly structured and closer to perfect in terms of color than their flawed and sometimes dull 'real' counterparts.

De Beers has clearly noticed this shift in public opinion and a gap in what is an emerging market, which is why in 2018 it launched an innovative direct to customer lab grown diamond brand called 'Lightbox Jewelry', promising to sell their diamonds at 'lower prices than existing lab grown diamond offerings.'

This is perhaps quite interesting for any diamond jewelry enthusiast because De Beers is not known for diamond jewelry. In fact, most of its business interests reside within the industrial use and mining of diamonds, so for it to suddenly decide to invest in not just diamond jewelry, but synthetic diamond jewlery, certainly indicates that there is some money to be made in laboratory-grown gemstones.

In essence, De Beers' Lightbox Jewelry is an online brand that sells blue, pink and white lab grown diamonds set within 'high-quality fashion jewelry designs'. It is built upon the credible reputation and experience of De Beers, which spans some thirty years within the diamond industry, and offers consumers competitively priced synthetic diamonds starting at $800 for 1 carat.

The jewelry designs on offer are, for the moment at least, classic solitaire necklaces and studs in gold and silver, but this is likely to improve over time with potential offerings of a more varied range of fashionable designs and statement pieces in the near future.

If you are interested in purchasing some beautiful laboratory grown diamonds why not head on over to lightboxjewelry.com and 'see them sparkle.'