EditorsMay 27, 2021
Netflix Charts the Rise and Fall of ‘Bad Boy Billionaire’ Nirav ModiCrimeFeb 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.
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.
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.
More on Crime
The Latest
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein InternshipJamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
IndependentsDec 19, 2024
Michigan’s DeVries Jewelers Unveils New Location in Time for the HolidaysCo-owner Dan DeVries shared what it’s like moving into a space triple the size of its old store and how it feels to be a “real jeweler” now.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
Weekly QuizDec 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
Brought to you by
Advocacy and Excellence: How Jewelers of America Is Committed to Elevating Our Industry For over a century, Jewelers of America has been the voice of the industry and valuable resource to jewelers across the country.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video CampaignThe videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry ExcellenceThe luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo DriveGearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes The diamond cut grade is now available for marquise- and pear-shaped diamonds.
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award RecipientsDDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement RingEstimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.
TrendsDec 13, 2024
Piece of the Week: Martin Katz’s Tanzanite Drops These half-moon tanzanite earrings totaling 25 carats are part of a special trunk show taking place this weekend in Dallas.
Recorded WebinarsDec 13, 2024
Watch: The Highs and Lows of 2024The National Jeweler editors recap the top news, the best jewels, and their favorite stories of the year.
AuctionsDec 12, 2024
Tom Brady’s Watches Top $4M at Sotheby’s AuctionThe highest-grossing lot of the sale was the retired QB’s Rolex Paul Newman Daytona “John Player Special.”
SourcingDec 12, 2024
Grizzly Emerald Auction Garners $22.4MRecent expansion initiatives at the Zambian emerald mine have shown strong production numbers, said Grizzly founder Abdoulaye Ndiaye.
MajorsDec 12, 2024
Mark Henry Appoints New Director of SalesCarrie Forman joins the brand to guide it into the next phase of growth with major and independent retailers in the U.S. and abroad.
SourcingDec 12, 2024
De Beers Announces 2024 ‘Shining Light’ Award WinnersThe competition awarded 12 designers, each from a country where De Beers recovers diamonds, with business support and tuition assistance.
CollectionsDec 12, 2024
The Jared Atelier x Vera Wang Collection Emphasizes EleganceThe high jewelry collection features 14 one-of-a-kind pieces, with serpent and ribbon motifs winding their way through the collection.
