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
More on Crime
The Latest
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and CoachingSponsored by Clientbook
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales SlumpPresident Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
MajorsAug 28, 2025
Borsheims Names New Jewelry BuyerFormer Free People buyer Afton Robertson-Kanne recently joined the retailer.
Weekly QuizAug 22, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis StudentsThe jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond CutsThe singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
SourcingAug 27, 2025
11,685-Carat Emerald Recovered From Zambia’s Kagem MineDubbed the “Imboo,” or “buffalo,” emerald, the rough gemstone is part of Gemfields’ latest emerald auction, which is taking place now.
SurveysAug 27, 2025
Consumer Confidence Slips in August Amid Job, Income WorriesPlans for dining out, booking vacations, and buying big-ticket items were down.
CollectionsAug 27, 2025
Mined + Found’s New Collection Gets Playful The “Play” collection centers on nostalgic toys that have kinetic elements to carry playfulness and wonder into adulthood.
CollectionsAug 26, 2025
Does Your Jewelry Stack Need a Snack?Designer Christina Puchi, the creative force behind CCWW Designs, has created charms and pendants based on iconic candies and crackers.
WatchesAug 26, 2025
Nick Jonas Gets Nostalgic in New Fossil CampaignThe Jonas Brothers star showed off new timepieces against the backdrop of his favorite spots in his home state of New Jersey.
IndependentsAug 26, 2025
Hinkamp Jewelers Celebrates 70 YearsThe family-owned jeweler in Fayetteville, North Carolina, is in the hands of the second generation.
ColumnistsAug 26, 2025
Back to School, Back to Style: Why August is Prime Time for Self-GiftingIn his latest column, Emmanuel Raheb shares tips for encouraging customers to treat themselves to new jewelry.
WatchesAug 25, 2025
London Jewelers Brings Rolex to Historic Hamptons HomeThe new stand-alone Rolex boutique is housed in the former Odd Fellows Hall, a landmark built in 1897.
CollectionsAug 25, 2025
Tennis Star Madison Keys Has the Perfect Necklace for the US OpenThe Brilliant Earth ambassador co-designed a diamond medallion featuring meaningful symbols.
TrendsAug 25, 2025
Amanda’s Style File: That’s a WrapWrap jewelry is more than just a trend; it’s the perfect motif for the coming season of layering, scarves, and pumpkin spice.
WatchesAug 25, 2025
WatchTime NY Show Returns for 10th Anniversary EditionThe three-day watch collector show, coming this October, will feature 44 exhibiting brands, as well as a new dinner experience.
GradingAug 22, 2025
Former Head of GIA India Promoted to Oversee Global Operations Sriram “Ram” Natarajan is now GIA’s senior vice president of laboratory operations and is based out of the lab’s headquarters in Carlsbad.
CollectionsAug 22, 2025
Piece of the Week: Retrouvaí’s ‘Diamond Vein Bond’ CollarThe one-of-a-kind collar represents the beauty of imperfection and the strength to rebuild.
MajorsAug 22, 2025
Kendra Scott Returns as CEO of Her Jewelry EmpireThree C-suite executives, including former CEO Tom Nolan, have resigned as part of what the company describes as a “transition.”
MajorsAug 21, 2025
Claire’s Finds Buyer, Could Save up to 950 StoresThe retailer, which recently filed Chapter 11, inked a deal to sell its North American business and intellectual property.
MajorsAug 21, 2025
Target Names New CEO as Sales Continue to Lag Target CEO Brian Cornell will step down in February and be replaced by the company’s chief operating officer, Michael Fiddelke.
Policies & IssuesAug 21, 2025
JA, IDMA Talk Tariffs With Execs in DC The group met with the president's senior trade advisor earlier this week to express the industry’s concerns about the effects of tariffs.
MajorsAug 21, 2025
Tiffany & Co. Pops Up at 2025 US OpenThe pop-up will display this year's Tiffany & Co. Singles Championship trophies along with a diamond-encrusted tennis racket and ball.
IndependentsAug 20, 2025
Bellman’s Jewelers Opens Second Store After COO's TikTok Takes OffThe New Hampshire-based store has expanded to Boston, propelled by the success of Alex Bellman’s TikTok page, “The Truthful Jeweler.”
