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De Beers and many other mined diamond producers had for a long time campaigned vehemently against lab-grown diamonds, contending that they could never be viewed on par with the naturally occurring stones. De Beers was also famed for its 'A Diamond Is Forever' campaign, which helped it position the gem as a rare and priceless possession and an embodiment of true love. In May 2018, De Beers shocked the industry with its announcement that it was launching its Lightbox line of lab-grown diamonds. Lightbox was launched as a fashion jewellery brand, selling diamonds that were relatively low budget. De Beers' strategy was devised to weaken rival lab-diamond makers, who had been trying to make inroads into the USD80 billion diamond industry. Would De Beers be able to succeed in the lab-grown diamond industry? How would this impact its mined diamond business? How lab-grown diamonds would transform the diamond industry remained to be seen.