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
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech PlatformThe company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
