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How De Beers Pivoted From Diamonds to Synthetic Gems
In Episode 121 of The Pivot Podcast, Lucas and Luna explore how De Beers, once the undisputed king of natural diamonds, pivoted in response to the rise of lab-grown stones. They trace the company's journey from fighting synthetic diamonds in court and marketing campaigns to eventually launching its own lab-grown brand, Lightbox. The hosts break down the economics: how production costs for synthetic diamonds dropped from $4,000 per carat in 2008 to under $300 by 2020, and how De Beers used a pricing strategy — selling Lightbox jewelry at $800 per carat — to segment the market. They…
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