Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
SourcingNov 06, 2020
Louis Vuitton Wants Your Input On Cutting This 549-Carat Diamond
HB Antwerp, Lucara Diamond Corp. and Louis Vuitton are teaming up again to transform a rough diamond into a custom design.
Named “Sethunya,” Lucara Diamond Corp. recovered this 549-carat rough diamond from the Karowe mine in Botswana. (Photo credit: Philippe Lacombe, courtesy of Louis Vuitton)
Antwerp, Belgium—A rough stone is the blank canvas of the diamond world, and tech company HB Antwerp wants to create a masterpiece out of a 549-carat stone.
Lucara Diamond Corp. recovered the diamond Feb. 1 from its Karowe Mine in Botswana.
Dubbed “Sethunya,” meaning “flower” in Setswana, HB Antwerp will cut and polish the diamond for luxury giant Louis Vuitton, who is offering a client, or clients, the chance to see the rough diamond and have input on how it’s cut.
“With over 1 billion years of history sealed inside, the possibilities to cut and polish a diamond of this size are endless,” HB Antwerp said in a press release about the partnership.
Known for its made-to-order products, Louis Vuitton wants to extend this principle to its jewelry, as most clients never see a rough diamond.
That is “a missed opportunity, because rough diamonds are of the most beautiful and exceptional products of nature, formed more than a billion years ago, deep below the surface of the earth,” said Margaux Donckier, communications and external affairs director at HB Antwerp.
Lucara described the partnership as “the ultimate personalized high jewelry experience and the opportunity to create a truly unique gem, a storied family heirloom.”
“In this way, the client will be involved in the creative process of plotting, cutting, polishing, and becoming part of the story that the stone will carry with it into history.”
The idea also could appeal to consumers looking for more transparency and sustainability.
Today’s consumers are “aware of the origin of products, under what conditions products were manufactured and how often they were flown around the world before arriving at their destination,” said Donckier.
HB Antwerp’s closed-circle system lets customers see every stage of the process while minimizing the process’ carbon footprint.
This is the second time Lucara, HB Antwerp and Louis Vuitton have teamed up on a big stone.
Lucara mined a 1,758-carat diamond called the Sewelô in April 2019. HB Antwerp is cutting it and Louis Vuitton will turn it into a jewelry collection.
Also from the Karowe mine, the Sewelô is the second-largest gem-quality, or near gem-quality, diamond ever found, ranking behind only the 3,106-carat Cullinan.
More on Sourcing
The Latest
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
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.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
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.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
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.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
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.
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.
