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De Beers Lightbox Pop-up In New York Targets Cyber Week Shoppers

Lightbox, the De Beers lab-grown diamond brand, launched a pop-up store at The Occulus in the Westfield World Trade Center in New York on Monday. Aimed at the post-Thanksgiving Cyber Week shopping occasion, the pop-up showcases the Lightbox launch collection that is otherwise only available online.

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 on Monday.

The Lightbox product line at the pop-up features pendants and stud earrings set with white, pink and pale blue lab-grown diamonds. prices range from $200 for a quarter carat to $800 for a total one-carat diamond weight, plus the cost of the settings.

Visitors can try on the jewellery from the product line, while there are brand ambassadors on hand to help them place orders online through the Lightbox website. The pop-up structure also features an video wall for visitor selfies.

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