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.
Editors' Picks
Sponsored by
More on Lab-Grown
The Latest
Events & AwardsOct 30, 2026
Illuminating Carved Paraiba Pendant, Suite of Moonstones Wow at Spectrum AwardsSpectrum’s “Best of Show” honors went to a 101-carat Paraiba carved to look like Medusa that has a magnet-activated LED light.
TrendsOct 30, 2026
Edina Kiss’ Pendants Say ‘Eye’m Watching You’Our Halloween Pieces of the Week are four “Eye” pendants, each set with colorful gemstones.
MajorsOct 30, 2026
The RealReal Hires Former eBay Exec as New Chief Merchandising OfficerAlexis Hoopes expanded eBay’s “Authenticity Guarantee” program during her tenure.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
WatchesOct 29, 2026
Bucherer Opens Rolex Boutique in Washington StateThe Rolex-owned retailer’s new 4,700-square-foot store’s façade honors the Pacific Northwest’s evergreen forests.
Weekly QuizOct 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsOct 29, 2026
Amanda's Style File: All Treats, No Tricks Get into the Halloween spirit with this roundup of 13 spooky jewels.
MajorsOct 29, 2026
Gesswein Hires Longtime Bench Jeweler, Educator Ann CahoonCahoon was appointed strategic account and educational program manager at Gesswein, which recently joined Continental Buying Group.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
MajorsOct 29, 2026
Amanda Seyfried Stars In Tiffany & Co.’s Holiday CampaignTiffany & Co.’s latest ambassador makes her debut in its “Love Is a Gift” holiday campaign.
EditorsOct 28, 2026
These Wicked Jewels Will Cast a Spell on YouFor her annual Halloween story, Senior Editor Lenore Fedow highlights bewitching jewels fit for a witch that go from day to unholy night.
CrimeOct 28, 2026
Man In Florida Who Swallowed Tiffany & Co. Earrings ConvictedJaythan Gilder was found guilty of robbery and grand theft after stealing and then ingesting nearly $800,000 worth of Tiffany & Co. jewelry.
SurveysOct 28, 2026
Consumer Confidence Up in October as Gas Prices EaseConsumer confidence remains on the long-term downward trend that’s persisted over the past few years, said a Conference Board economist.
MajorsOct 28, 2026
Stuller’s Holiday Campaign Lets the ‘Magic of the Moment’ ShineThe holiday campaign includes key jewelry trends, a curated holiday gift guide, and resources to help jewelers prepare for holiday shoppers.
SourcingOct 27, 2026
De Beers Celebrates the Holidays With New ‘Desert Diamonds’ CampaignThe “Icons” holiday campaign spotlights four classic diamond jewelry styles reimagined in “Desert Diamond” tones.
IndependentsOct 27, 2026
Solomon Brothers Acquires Mervis Diamond ImportersSolomon Brothers, which has three stores in the Metro Atlanta area, said it may continue to acquire other independent jewelers.
IndependentsOct 27, 2026
Gabriel & Co. Supports Charity Partner DKMS With Gala, New JewelsThe fine jewelry brand raised $2.3 million at its annual gala that supports the nonprofit’s fight against blood cancer and blood disorders.
Events & AwardsOct 27, 2026
JFC Announces 2027 ‘Facets’ HonoreesThe annual fundraising event is slated for June 6, 2027, at The Venetian Resort in Las Vegas.
CollectionsOct 26, 2026
Bliss Lau’s ‘Vantage’ Point Is the Hawaiian HorizonIn her “Vantage” collection, Lau explores heritage, identity, and inner strength through designs featuring blue-green Guatemalan jade.
MajorsOct 26, 2026
Tiffany & Co. Takes Consumers Behind the ScenesThe jeweler gave the public backstage tours of its flagship store and its design and innovation workshop as part of LVMH’s open house.
Events & AwardsOct 26, 2026
Support JFC’s ‘Monster Mash Challenge,’ If You DareVote for which jewelry professional should dress up as a monster to support Jewelers for Children’s annual Halloween fundraiser.
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
