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.
The Latest
FinancialsMay 30, 2025
Movado’s Q1 Sales Slip Amid ‘Challenging’ Retail Environment The company plans to raise the prices of select watches to offset the impact of tariffs.
Policies & IssuesMay 30, 2025
Tariffs & Designers: Navigating Pricing in an Unstable EnvironmentBetween tariffs and the sky-high cost of gold, designers enter this year’s Las Vegas shows with a lot of questions and few answers.
CollectionsMay 30, 2025
Piece of the Week: Renato Cipullo’s ‘Hematite Blaze’ NecklaceDesigned by founder Renato and his daughter Serena Cipullo, it showcases a flame motif representing unity and the power of gathering.
Brought to you by
Clienteling Isn’t a Buzzword. It’s an Essential Business Model.More shoppers are walking out without buying. Here’s how smart jewelers can bring them back—and the tool they need to do it right.
Policies & IssuesMay 30, 2025
Trade Court Declares Trump’s Tariffs InvalidHowever, the tariffs remain in effect in the short term, as an appeals court has stayed the U.S. Court of International Trade’s decision.
Weekly QuizMay 30, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 29, 2025
Britney Spears Files Trademark for New Jewelry LineThe pop icon is one step closer to launching her “B Tiny” jewelry collection, a collection she first began posting about last fall.
Supplier BulletinMay 29, 2025
Inoveo Platinum Grain, Exclusively Distributed by StullerSponsored by Stuller
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
SourcingMay 29, 2025
Grizzly Auctions 6,620-Carat EmeraldIt was featured in the miner’s latest sale, which brought in $24.8 million.
TechnologyMay 29, 2025
GemFind Launches AI Product Description SoftwareGemText AI uses artificial intelligence to generate tailored product titles, descriptions, and tags with jewelry-specific language.
MajorsMay 28, 2025
Graff Unveils New Las Vegas FlagshipThe 3,300-square foot location is the jeweler's largest store in North America.
CollectionsMay 28, 2025
NY Liberty’s 2024 Championship Rings Honor Historic WinThe WNBA team received rings imbued with meaning, from leaf motifs and its Liberty torch to the number of diamonds used.
MajorsMay 28, 2025
Andrew Rickard Named JBT PresidentA longtime executive at RDI Diamonds, Rickard has served on the JBT board for the past five years.
MajorsMay 27, 2025
MJSA to Become Part of Jewelers of America The two organizations have signed an affiliation agreement that’s expected to be finalized in the coming weeks.
AuctionsMay 27, 2025
Al Capone’s Patek Philippe Pocket Watch Back Up for AuctionThe platinum and diamond watch is part of Sotheby’s upcoming Important Watches sale.
AuctionsMay 27, 2025
182-Carat Paraíba-Type Tourmaline Sells for $487K Recovered in Mozambique, “The Kat Florence Lumina” was part of Bonhams’ Hong Kong jewelry auction held last week.
TrendsMay 27, 2025
Amanda’s Style File: Candy-Colored GemstonesGet a taste of the delicious candy-like gemstones in this Amanda’s Style File.
CollectionsMay 23, 2025
Piece of the Week: Bliss Lau’s ‘Bright’ RingFrom Lau’s “Love of a Kind” series, the engagement ring was inspired by the moon and holds a different meaning depending on how it is worn.
GradingMay 23, 2025
GIA Updates Pearl Classification SystemThe lab has adjusted the scale it uses for nacre grading.
Supplier BulletinMay 22, 2025
How to Put Natural Diamonds Back in the SpotlightSponsored by GCAL by Sarine
CrimeMay 22, 2025
NY Jeweler Sentenced in Shoving Death of Colleague at IJO ShowDavid Walton will serve three years’ probation after an incident in a hotel bar led to the death of West Virginia jeweler David Ettinger.
FinancialsMay 22, 2025
Watches of Switzerland’s Full-Year U.S. Sales Climb 14% The retailer also provided an update on how the tariffs situation in the U.S. is affecting its business.
IndependentsMay 22, 2025
Adeler Jewelers Celebrates 50 YearsThe family-owned jeweler in Great Falls, Virginia, will be celebrating its golden jubilee with a year’s worth of events.
Events & AwardsMay 22, 2025
Jose Hess Design Awards Announce JudgesThe nonprofit elected five judges who will decide the winners of its design competition.
MajorsMay 22, 2025
MJSA Releases 2025-2026 Buyer’s GuideThis year’s edition includes articles on the favorite tools of notable designers, evaluating when to outsource production, and more.
CollectionsMay 21, 2025
Bulgari Highlights Its Colorful Past in Phenomenal ‘Polychroma’ CollectionThe jeweler’s high jewelry collection features extraordinary gemstones, like a 241.06-carat emerald and the world’s fourth-largest spinel.
ColumnistsMay 21, 2025
Edahn’s Take: Analyzing the 2025 ‘$100 Million Supersellers’ List In a special column for the State of the Majors, Edahn Golan breaks down what the top-performing fine jewelry sellers are doing right.
