ニューヨーク・タイムズのインスタグラム(nytimes) - 6月1日 01時27分

In a white industrial building in the rolling hills of the English countryside 16 miles from Oxford, silver machines shaped like spaceships hum inside vast laboratories. They’re replicating the extreme pressure and temperatures found deep in the earth’s crust and producing, in mere weeks, a product that takes nature billions of years: #diamonds. This is the Element Six Innovation Center, the industrial arm of @debeersofficial, the diamond behemoth that convinced the world that “a diamond is forever.” This week, @debeersofficial introduced Lightbox, a fashion jewelry label selling (relatively) low-budget gems with mass-market appeal. (Think a sweet 16 gift, not an engagement ring.) Pastel pink, white and baby-blue lab-grown studs and pendants, priced from $200 for a quarter carat to $800 for one carat, will be presented in candy-colored cardboard gift boxes and initially sold via e-commerce. Lightbox will undercut its competitors by roughly 75%. Through its aggressive pricing and pointed marketing, #DeBeers clearly aims to be a dominant player in this growing market, while simultaneously protecting its core business. @aturwin took this photo of transparent sheet of polished diamond. Visit the link in our profile to read more.

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