Throughout Cyber Week, shoppers can visit the pop-up to view and try on the Lightbox launch collection, which is currently only available online. – Via Lightbox
LIghtbox, the De Beers jewellery brand with lab-grown diamonds, opened its first pop-up store at The Oculus, the transport hub at the site of the rebuilt World Trade Center in New York on Cyber Monday. The store will remain open till Dec 2, Lightbox said and will not sell jewellery directly to consumers.
Currently, Lightbox jewellery can only be purchased online and the brand does not have any retail presence in the US, the first market in which it was launched recently.
The brand clarified that there was provision for interested customers to place an order online within the pop-up store and added that all orders placed at the pop-up will receive free and expedited shipping.
Consumers could, however, view the Lightbox launch collection at the pop-up and also seek clarifications and information about the brand and lab-grown diamonds from the team present.
The store was opened in the presence of Lightbox GM Steve Coe and Head of Marketing Sally Morrison along with some of the models who feature in the brand’s advertising campaigns.
Media reports suggest that the pop-up has attracted attention and is being visited by large numbers of curious customers.
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