In a statement on Wednesday, De Beers stated: "Through this test, the company has deepened its understanding of artificial diamonds (LGDs) and evaluated the market landscape and consumer perceptions related to them." "Lightbox will no longer sell engagement rings made of artificial diamonds." At the same time, De Beers announced the launch of marketing advertisements, using the famous slogan "Diamond Forever, One Forever". It stated that it will invest an additional $20 million to support the consumption demand for natural diamonds.
Image from: De Beers