Crime

LLD Diamonds Responds to Netflix Doc ‘The Tinder Swindler’

CrimeFeb 08, 2022

LLD Diamonds Responds to Netflix Doc ‘The Tinder Swindler’

Leviev Diamonds’ parent company has found itself entangled in Netflix’s latest true-crime sensation.

20220208_TinderSwindler.jpg
A new Netflix documentary recaps the viral 2019 “Tinder Swindler” story and adds a new chapter. (Image courtesy of Netflix)
New York—LLD Diamonds has recently been the subject of some unwanted attention.
 
The diamond company behind the Leviev jewelry brand has found itself entangled in an elaborate catfish over the last several years that is the subject of renewed public fascination.
 
In 2019, a viral investigative article from Norwegian news outlet VG brought to light the saga of an Israeli man born Shimon Hayut, who posed as the fictitious CEO of LLD Diamonds, Simon Leviev, in order to allegedly dupe women he met on Tinder out of millions of dollars. 
 
National Jeweler covered the story here.
 
Now, a new Netflix documentary called “The Tinder Swindler” recounts the drama and adds another chapter, further involving LLD Diamonds. 
 
To recap, Hayut claimed to be son of LLD Diamonds founder and billionaire Lev Leviev, going so far as to legally change his name to Simon Leviev in 2017. (Lev Leviev has several children, none named Simon.) 
 
The real Leviev founded LLD Diamonds USA in 1996 and earned the moniker the “King of Diamonds.” 
 
Per the LLD Diamonds website, the company is the largest privately held diamond manufacturer and cutting group in the world, with ownership in mines that give it total control of the diamond pipeline. 
 
The website notes Leviev earned his place in the diamond world by “undercutting the De Beers diamond cartel, striking his own deals with diamond-producing countries like Russia and Angola.” 
 
Hayut channeled similar bravado into his fake identity as Simon Leviev, taking on the mantle of the “Prince of Diamonds.” 
 
To the women he met on Tinder, he was convincing, flying by private jet, being chauffeured by a Rolls-Royce, and staying in luxury hotels across Europe. He traveled with security and told stories of dangerous associates in the diamond world.
 
 Related stories will be right here … 
 
His victims didn’t know his lavish lifestyle was funded by the victims preceding them in a Ponzi scheme of scams. 
 
Hayut’s elaborate con involved pretending to be in danger from his professional adversaries, claiming they were tracking him through his financial charges. 
 
His latest mark would then be convinced to loan him money, emptying out savings accounts, maxing out credit cards, or even taking cash loans to temporarily keep him afloat until he could come out of hiding. 
 
One of three victims interviewed in “The Tinder Swindler,” Cecilie Fjellhøy, owed a total of $250,000 to financial institutions during the length of her con.
 
With “The Tinder Swindler” joining the ranks of cultural scamming sensations like documentary “Fyre Festival,” or Theranos podcast “The Dropout,” LLD Diamonds now finds itself at the center of many a Google search. 
 
The company took to Instagram the day after the documentary’s Netflix premiere to clarify that it has no connection to the infamous conman.  
 
It wrote in part: “We want to clarify that Shimon Hayut (who changed his name to Simon Leviev) has no affiliation whatsoever with our company or with the Leviev family. @llddiamonds has been a reputable leader in the diamond industry for over three decades. Nothing Mr. Hayut has said about LLD should be believed.”

“The Tinder Swindler” sees even more intersection between “Simon Leviev” and LLD Diamonds than the original VG article.
 
The film notes Hayut took advantage of diamond smuggling allegations in 2018 against LLD Diamonds and an employee’s subsequent suicide to con another of his victims, Pernilla Sjoholm, into believing he was in danger and in dire need of a temporary loan. 
 
It’s just one more example of the con artist manipulating real-life scenarios for use in his fraud. 
 
“The Tinder Swindler” shows that Hayut did meet some measure of justice, though today he is a free man in Israel who was active on Instagram right up until the documentary’s release.
 
With his track record, it might not be the last time LLD Diamonds is forced to publicly distance itself from the heir it never knew. 

The Latest

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

Marie-Thérèse Pink diamond and Blue Belle sapphire necklace
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’s

The 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week. 

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Caryl Capeci Starboard Cruises
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry Shopping

The Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.

Weekly QuizJun 20, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Gresham grasshopper ring
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56K

The historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.

Kirk Kara fine jewelry
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New Jewels

To mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Gemfields 36 Carat Ruby
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough Ruby

The gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.

Alex Brown
TechnologyJun 18, 2025
Alex Brown Named President of Smithee Group

Founder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.

Jade Ruzzo Gloria Collar
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1

Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.

Jewelry industry author, speaker, and sales expert Peter Smith
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?

If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.

Selection of jewelry from Sotheby’s New York High Jewelry sale
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry Sale

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

Amanda Gizzi, Jewelers of America’s SVP of corporate affairs
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JA

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.

Kering CEO Luca de Meo
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEO

Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las Vegas

Following visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.

Greenwich Street Jewelers Your Love Has the Perfect Ring Campaign
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ Couples

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

Ivette Nersesyan-Stephanopoulos
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

New York Liberty Nyara Sabally Catbird campaign
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand Ambassador

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Robinson Pelham Fruits of Love Pear Earrings
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear Earrings

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

Three diamonds with diagrams
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education Conference

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

Ella Sophie
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella Sophie

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

A pink gold Patek Philippe perpetual calendar chronograph Ref. 2499
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

Gabriel Love Foundation Logo
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias Gabriel

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Celine Assimon
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins Bonhams

Assimon is the auction house’s new chief commercial officer.

De Beers CEO Al Cook speaking at JCK Las Vegas 2025
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and Tariffs

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

Pandora Las Vegas ribbon cutting ceremony
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American Flagship

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy