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This week on The Brand Builder Podcast we’re reviewing a brand that is disrupting the marketplace in a whole new way. Lightbox is selling a new lab-grown diamond jewelry as an alternative to those that are mined from the planet.

But did you know Lightbox is owned by De Beers, the world’s largest international diamond company?

So what exactly is their strategy here? Newly-married Max Kerwick dives into their sneaky marketing approach with this new brand.