Lab-GrownJun 02, 2022
Pnina Tornai’s New Bridal Collection Features Lab-Grown DiamondsLab-GrownJun 22, 2022
LVMH Luxury Ventures Sinks Money Into Lab-Grown Diamond Start-Up
LVMH’s investment arm has taken a stake in Lusix, a lab-grown diamond company based in Israel.
Lusix held a press conference at its booth at JCK Las Vegas on June 10 to announce a $90 million round of funding that includes support from LVMH’s investment arm, LVMH Luxury Ventures. Lusix founder Benny Landa is pictured at center. (Photo courtesy of Lusix)
Las Vegas—A big name in luxury has just made an investment in lab-grown diamonds.
During the JCK Las Vegas show, Israeli company Lusix announced completion of a $90 million round of funding, with LVMH Luxury Ventures, LVMH’s private equity arm, as the most prominent investor.
Lusix’s diamonds are grown using the chemical-vapor deposition (CVD) process in factory located outside Tel Aviv that runs on solar power exclusively.
During a press conference held at the company’s booth at JCK Las Vegas, inventor and Lusix founder Benny Landa said the diamonds are the highest quality lab-grown diamonds in the industry.
He said Lusix is able control the shape of the diamond during the growing process—creating stones such as the company’s trademarked Pyramid Diamonds—and to grow them in different colors. (Lab-grown diamonds normally are treated after growth to give them their color.)
They also are “carbon negative”—Lusix’s solar farm produces more power than the factory consumes, Landa said—and are certified as “sustainable” by SCS Global Services, traits that appeal to today’s consumers, many of whom are concerned about climate change.
“They (consumers) won’t buy products that aren’t consistent with their values,” he said.
Related stories will be right here …
During the JCK Las Vegas show, Israeli company Lusix announced completion of a $90 million round of funding, with LVMH Luxury Ventures, LVMH’s private equity arm, as the most prominent investor.
Lusix’s diamonds are grown using the chemical-vapor deposition (CVD) process in factory located outside Tel Aviv that runs on solar power exclusively.
During a press conference held at the company’s booth at JCK Las Vegas, inventor and Lusix founder Benny Landa said the diamonds are the highest quality lab-grown diamonds in the industry.
He said Lusix is able control the shape of the diamond during the growing process—creating stones such as the company’s trademarked Pyramid Diamonds—and to grow them in different colors. (Lab-grown diamonds normally are treated after growth to give them their color.)
They also are “carbon negative”—Lusix’s solar farm produces more power than the factory consumes, Landa said—and are certified as “sustainable” by SCS Global Services, traits that appeal to today’s consumers, many of whom are concerned about climate change.
“They (consumers) won’t buy products that aren’t consistent with their values,” he said.
At its booth at JCK Las Vegas and on its website, Lusix uses the tagline “Sun Grown Diamonds,” a phrase it has trademarked, though its future viability in the U.S. market remains unclear.
Under the Federal Trade Commission’s Jewelry Guides, which were updated in 2018, sellers of lab-grown diamonds must make it clear that their product is man-made.
It recommends using one of three terms to do so: laboratory-grown, laboratory-created or [manufacturer name]-created. The word “cultured” can be used too, but must be “immediately accompanied, with equal conspicuousness” by one of these three terms, according to the FTC.
“Sun Grown Diamonds,” with no mention of Lusix or the word laboratory, does not appear to fit within the FTC’s guidelines, though a Lusix spokesperson told National Jeweler on Tuesday that the company has asked the FTC to review its new tagline, which Lusix believes will stand.
If not, Lusix will modify as the FTC recommends, she added.
The one-of-a-kind “Carrera Plasma,” the 44 mm watch set with lab-grown diamonds TAG Heuer introduced at Watches & Wonders Geneva earlier this year. Lusix supplied some of the diamonds to the LVMH-owned brand.
In addition to LVMH, the $90 million in funding included investment from Israel-based companies Ragnar Crossover Fund and More Investments.
Lusix said it will use the money to expand its production capacity, most notably with the opening of a second solar-powered facility slated to start production this summer. The new factory will “enable Lusix to better serve the increasing demand for lab-grown diamonds.”
The company does not share production figures, though the spokesperson said the new facility will increase the company’s output five-fold.
LVMH did not respond to request for comment on its investment in Lusix, including an inquiry about the future use of lab-grown diamonds by its watch and jewelry brands, though at least one of its brands already has begun experimenting.
At Watches & Wonders Geneva this past spring, TAG Heuer unveiled the $375,000 “Carrera Plasma,” an automatic chronograph set with 11.7 carats of lab-grown diamonds supplied by Lusix as well as two other growers.
More on Lab-Grown
The Latest
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
IndependentsJul 02, 2026
D. Geller & Son Partners with KSU Art Students on Store MuralThe artwork celebrates the Atlanta jeweler’s legacy and symbolizes its commitment to supporting local artists and its community.
Weekly QuizJul 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 02, 2026
Stratus Estate Buyers Offers Jewelers Turnkey Buying EventsIts team can evaluate jewelry and watches, as well as luxury handbags, artwork, and collectibles.
SurveysJul 01, 2026
Consumer Confidence Ticks Up in JuneFalling oil prices were a factor in the slight month-over-month improvement.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
CollectionsJul 01, 2026
Rio Grande Launches First Finished Bridal CollectionThe new offering comprises more than 120 bridal and engagement ring styles with natural and lab-grown diamonds.
WatchesJul 01, 2026
Rolex Unveils Clock at Rockefeller CenterThe clock is part of the celebration for the soon-to-open Rolex headquarters on New York City’s Fifth Avenue.
IndependentsJul 01, 2026
Kristen Cannon of Valobra Master Jewelers Dies at 49The public relations professional is remembered for her benevolent generosity and unwavering commitment to those around her.
WatchesJun 30, 2026
Pokémon Fans Will Want to Catch This New G-Shock WatchThe new watch commemorates Pokémon’s 30th anniversary.
MajorsJun 30, 2026
Saks Global Emerges From Bankruptcy With New NameThe luxury retailer is now called Exemplar Luxury Group.
CollectionsJun 30, 2026
Jade Ruzzo’s New Collection Embodies the Art of Being a LadyThe “Lady” collection is a new take on old beauty standards with gemstone-adorned hair pins and combs, a compact mirror necklace, and more.
SourcingJun 30, 2026
Blue Nile Introduces Montana Sapphire CollectionThe new line is included in the e-tailer’s curation of jewelry celebrating America’s 250th anniversary.
GradingJun 30, 2026
AGS Opens 2026 Recertification ExamAll active members who earned their credential or designation before Dec. 1, 2025, are required to recertify.
CollectionsJun 29, 2026
Briony Raymond’s New Collection Is a ‘Carousel’ of Hard StonesThe new jewelry collection uses a colorful palette of onyx, malachite, tiger’s eye, mother-of-pearl, lapis, turquoise, and coral.
IndependentsJun 29, 2026
Look Inside Lee Michaels’ Revamped Mississippi FlagshipLee Michaels Fine Jewelry is celebrating 30 years in the Ridgeland, Mississippi community.
GradingJun 29, 2026
National Rarities Announces New Gemology ManagerSean Milliner has joined the company.
GradingJun 29, 2026
GIA to Open New London CampusClasses will begin in August at GIA’s new Canary Wharf location.
AuctionsJun 26, 2026
‘Hogback’ Diamond Ring Finds a New Home A ring set with “hogback” diamonds, an early stone cut dating to around the 16th century, sold for more than $20,000 at a U.K. auction.
CollectionsJun 26, 2026
Strength Is Sharpened Into Beauty in Kris Averi’s ‘Prism Thorn’ RingThe rainbow version of the ring, our Piece of the Week, features angel-cut, octahedral lab-grown sapphires designed to be worn as armor.
MajorsJun 26, 2026
Rembrandt Charms Debuts ‘Charms That Give Back’The new initiative donates a portion of the proceeds from select charms to charitable causes.
TrendsJun 26, 2026
Bernard James Celebrates Knicks’ Win with RingThe Brooklyn-based jeweler created a limited-edition version of its “Aura” eternity band, set with gemstones in the team’s colors.
SourcingJun 25, 2026
ICA Names Brandee Dallow as CEODallow will lead the International Colored Gemstone Association, effective July 6.
EditorsJun 25, 2026
Out & About: How Jewelers Mutual, SCAD Are Tackling the Bench Jeweler ShortageSenior Editor Lenore Fedow headed to Savannah to learn more about the 10-year, $10 million partnership between JM and the art school.
CollectionsJun 25, 2026
Mejuri Experiments With SteelIts new capsule jewelry collection features gold-finished stainless steel pieces designed for a maximalist look without a luxury price tag.
