The jewelry retailer is zeroing in on Zales, Jared, Kay Jewelers, and Blue Nile as it looks to create unique brand identities for each.
This 1,758-Carat Diamond Just Got a Name
One of the largest rough diamonds ever recovered, Lucara Diamond Corp. selected the stone’s moniker from more than 22,000 submissions.

Letlhakane, Botswana—An important stone has found its name.
Lucara Diamond Corp. announced that the 1,758-carat rough diamond it dug up in April will be known as Sewelô, meaning “rare find” in Setswana. The mining company chose Sewelô from more than 22,000 submissions in a contest open to Botswana citizens.
One of the largest rough diamonds ever recovered, the stone was found at Botswana’s Karowe mine, the same site that produced the 1,109-carat Lesedi La Rona. That diamond was named in the same manner as Sewelô, via a contest open to Botswana’s citizens.
Upon announcing its discovery, Lucara described the stone as being “near-gem of variable quality,” meaning it is an industrial diamond with sections that could produce gem-quality stones.
In a press release, Lucara said that it is considering how it will sell Sewelô, with intent to make sure the sale in some way benefits the people of Botswana.
Lucara unveiled the winning diamond name at a recent gala, with the President of the Republic of Botswana, His Excellency Dr. Mokgweetsi Eric Keabetswe Masisi, in attendance.
The mining company CEO, Eira Thomas, commented: “The largest diamond recovered in Botswana’s history was named by the people of Botswana this evening in a celebration of Botswana’s success.
“Lucara is proud to share our achievements with all stakeholders in Karowe and the people of Botswana. We are in the process of completing an analysis of the Sewelô and we look forward to sharing the results of this rare find.”
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