Miami the Setting For De Beers’ Lightbox Jewelry Third Pop-Up Store

Lightbox Jewelry, De Beers’ lab-grown diamond brand, launched its third pop-up on Thursday in the Aventura Mall near Miami. Building upon its two previous pop-ups—the first at the Oculus in New York City last November, and the second at Westfield Century City mall in Los Angeles in February—Lightbox chose Florida as its next destination for research, marketing, and outreach to customers.

“We decided to focus on the education side of it, to explain to people what a lab-grown diamond is and how it’s manufactured,” said Steve Coe, chief executive officer of the brand. “There are a whole range of technology applications that, I think, most people are not aware of.”

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