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.
Editors' Picks
Sponsored by
The Latest
AuctionsOct 11, 2024
Bonhams Reports ‘Fierce Bidding’ for Dianne Feinstein’s Jewels All 74 lots of jewelry belonging to the late Democratic senator found buyers at Bonhams Los Angeles.
CollectionsOct 11, 2024
Piece of the Week: Gemfields x Kimberly McDonald Jewelry SuiteThe two collaborated on a necklace and a pair of earrings that praise the beauty of Zambian emeralds.
MajorsOct 11, 2024
The Kingswood Company Launches New Retail Fixture ProgramRetailers can move jewelry care lines off countertops with the fixtures, which were designed for a “sophisticated retail environment.”
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Events & AwardsOct 11, 2024
ICA Congress Goes to BrazilThe 20th ICA Congress is slated for May 19-22 in Brasília, Brazil.
Weekly QuizOct 10, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsOct 10, 2024
Why Ritani Is Partying Like It’s 1999The jeweler is celebrating its 25th anniversary with a throwback campaign.
CollectionsOct 10, 2024
Pomellato Revives Past Designs for New Capsule Collection“Memorie D’Archivio” was inspired by the “Mora” and “Mosaico” collections the brand introduced in the ‘90s.
Brought to you by
Why You Can't Miss JA New York This FallDon't miss this one-stop-shop in October, curated with buyers’ needs in mind.
SourcingOct 10, 2024
Lucara Sells Clara to Its Original FoundersCEO William Lamb said divesting the diamond sales platform allows the company to focus on the underground expansion of Karowe.
MajorsOct 10, 2024
Oscar Heyman Releases 2024 Holiday CatalogIt features 124 jewels and a variety of colored gemstones.
ColumnistsOct 09, 2024
Peter Smith: 7 Things to Know When Selling LuxuryAhead of the holiday season, Smith delves into the often subconscious reasons people buy luxury products for themselves or their loved ones.
AuctionsOct 09, 2024
Rolex Worn on Apollo 14 Mission Up for SaleThe GMT-Master “Pepsi” belonging to astronaut Edgar Mitchell is a standout in RR Auction’s online “Space Auction,” going on now.
MajorsOct 09, 2024
New Simon Campaign Invites Gen Z to ‘Meet Me At The Mall’The ads celebrate the mall culture of the ‘80s and ‘90s.
MajorsOct 09, 2024
PGI Launches New Virtual Sales TrainingRetail sales associates can access the video series on mobile to refresh their selling skills.
Policies & IssuesOct 09, 2024
GJNRF: Reaching Out, Rebuilding Futures For 25 years, India’s Gem & Jewellery National Relief Foundation has provided aid in the wake of war, natural disasters, and global crises.
AuctionsOct 08, 2024
Sotheby’s Selling Jewelry That Belonged to a Bulgarian TsarThe November auction will feature a collection of jewels owned by Ferdinand I, the first king of modern Bulgaria, and his family.
SourcingOct 08, 2024
Rio Tinto Begins New Phase of Production That Will Extend Diavik’s LifeCommercial production has begun underground at the Canadian diamond mine’s A21 pipe.
SurveysOct 08, 2024
What to Know About Online Shopping This Holiday SeasonDeloitte and Adobe Analytics shared their insights on the season, from the retail sales forecast to the role of generative AI.
CollectionsOct 08, 2024
Sylvie Adds New Men’s BandsThe Texas-based jeweler collaborated with luxury clothing brand Uncommon Man on men’s bands designed with European influences.
SourcingOct 08, 2024
Is Current Diamond Industry Turbulence Shaping a ‘New Normal’? Industry players have found ways to cope with market conditions while working to reshape themselves in the face of emerging realities.
SourcingOct 07, 2024
Rio Tinto to Offer 76 Diamonds in 2024 Beyond Rare Tender The sales event, in its second year, features a selection of rare diamonds from the miner’s Argyle and Diavik diamond mines.
IndependentsOct 07, 2024
Olympian Kristi Yamaguchi Partners With Heller Jewelers on New CollectionA portion of the proceeds from the “Always Dream” collection will go to Yamaguchi's foundation, supporting early childhood literacy.
SurveysOct 07, 2024
Hill & Co.’s New ‘Business of Jewelry Report’ Is OutThe first in what is slated to be a series of in-depth reports from the consulting company, it focuses on shortening supply chains.
WatchesOct 04, 2024
Watches of Switzerland Clocks Another Acquisition—HodinkeeThe company said Benjamin Clymer will return to his role as head of the watch news website, which will maintain editorial independence.
SourcingOct 04, 2024
How India Became the World’s Second-Largest Market for Diamond Jewelry A strong economy, a growing middle class with an affinity for brands, and rapid expansion of organized retail have fueled the market’s rise.
MajorsOct 04, 2024
Hearts On Fire Names Gabrielle Grazi VP of Sales, North AmericaThe industry veteran is also the president-elect of the Women’s Jewelry Association.
CollectionsOct 04, 2024
Piece of the Week: Ray Griffiths’ ‘Double Headed Snake’ RingSlither into spooky season with this scary snake ring that boasts two heads with tsavorite eyes.
