Timed for back-to-school shopping and hitting the books once again, Lightbox Jewelry pops up at Aventura Mall with a classroom-meets-science-exhibit activation in addition to retailing the full collection. The education-themed event, which runs from Sept. 12 to 20, advances previous, product-driven installations in New York and Los Angeles.
“Lab-grown diamonds are a big issue in the trade, but we realized just how little knowledge exists out there and can’t assume everyone knows about them,” said chief executive officer Steve Coe, regarding the introduction of several informative tools to mitigate confusion among consumers. “There’s lots of genuine interest and curiosity, so digital communication is a key area for us this year.”
Premiering on the pop-up’s first day will be an animated film documenting the process loops on a large-scale LED screen that anchors the 400-square-foot, light-bathed, cube-shaped kiosk. The tech amenity also premieres imagery from an inclusive advertising campaign produced in July. Its seven women represent diverse ages, body types and ethnicities. Lightbox’s fashion jewelry direction appeals to a wide range of women, according to chief marketing officer Sally Morrison.
Cissé, Majors and Min-ji as well as Dr. Laura Hutton, a senior process engineer for Element Six, a maker of lab-grown diamonds owned by De Beers Group, parent company of Lightbox, are attending a private grand opening party on Sept. 12.
“Though our other pop-ups were successful, customers will be able to talk to Laura directly and ask her questions,” said Coe, of Hutton’s one-day personal appearance and demonstrations.
If they’re interested in mining for more information, an interactive exhibit explains steps. Shoppers can look through a microscope at Lightbox’s laser inscription within cut, polished stones and touch diamond gravel and a large, lab-grown diamond disc. Or they can jump right into shopping for pieces in new materials like 10-karat yellow gold, a trending metal, and new styles of popular stacking rings in an array of cuts like baguette, princess and round. The pop up further previews a cushion-cut collection of pendant necklaces, earrings and bracelets in white, pink and blue diamonds with various carat weights, which is available for purchase in October. The digitally native brand responds to customers’ preferences in real time.
“We have the flexibility to follow customer demand, whether colors or styles,” said Coe, who estimates rapid growth in 2020 with the opening of a manufacturing facility in Portland, Ore. “It will have the capacity to produce 200,000 polished carats a year.”
The brand chose Aventura for more than its premier status in the mall sector and heavy foot traffic of international locals and tourists. Morrison followed online orders to residences with Sunshine State zip codes.
“We’ve always looked at where the customer is coming from, and Florida has been a pretty healthy market,” she said, not knowing where the next pop up slated for the holidays will take them. “There are a number of places we’re considering, but we do everything on the run.”