Diamonds have always dazzled us—not just for their sparkle and luxury, but for what they represent: rarity, timelessness, status. Meanwhile, behind the glitter and glamour lies layers of supply chains, heritage, stories—and sometimes, controversy.
In this article, we focus on LLD Diamonds: what it is, who stands behind it, how the business works, what’s true (and what’s not) about its reputation, and what any one of us—investors, enthusiasts, or everyday buyers—can learn and do. By the end, you’ll have a fuller understanding of the company, the diamond trade context, and practical steps if you ever deal with them or a similar business.
What is LLD Diamonds?
At its core, LLD Diamonds (sometimes also seen as “Leviev Diamonds” or “LLD/Leviev group”) is a diamond company founded by Lev Leviev, an Israeli-Uzbek businessman who grew into the diamond trade.
The initials “LLD” often stand for Lev Leviev Diamonds (or LLD Diamonds). The brand is involved across the diamond value chain: sourcing rough diamonds, cutting/polishing, distributing, and selling polished stones or jewelry.
According to the company’s claim, it is “the largest privately held diamond manufacturer and cutting group in the world” at one point.
In simple terms: think of LLD Diamonds as a full-service diamond firm—from the mine (or rough stone) to the finished gem.
Who is behind the brand?
Lev Leviev
Lev Avnerovich Leviev is the figure who built this enterprise. Born in the Uzbek SSR in 1956 and emigrating to Israel, he developed his trade in the diamond industry, started polishing plants in the 1970s and 80s, and grew into an international business empire.
He earned the nickname “King of Diamonds” in industry press for competing against big players like De Beers and securing deals in Angola, Russia and other diamond-rich zones.
The Narrative & Mis-Narrative
Here’s where things get interesting: A man named Shimon Hayut legally changed his name to Simon Leviev, claimed to be the heir of LLD Diamonds and Lev Leviev’s “son,” and used that story to con women he met on Tinder into lending him millions of dollars.
Thus, part of the story of LLD Diamonds involves this tangled web of identity fraud. The company publicly stated that Simon Leviev had no affiliation whatsoever with LLD, and that his claims to be connected were false.
The upshot: the brand is real, the founder is real, but some of the more sensational claims around the brand (especially as used by the con-artist) were false. This wrinkle matters for anyone who is trying to evaluate the brand’s legitimacy.
Why does LLD Diamonds matter? What’s its place in the diamond world?
There are several reasons this company matters — beyond just being another jewelry brand.
Vertical integration
One of the strong points of companies like LLD Diamonds is the vertical integration: controlling rough sourcing, cutting/polishing, certification, distribution. That means they can manage cost, quality, and supply chain risk more tightly than a company that only retails finished jewelry.
Industry disruption
Leviev’s strategy at times included challenging older monopolies like De Beers, gaining access to all-important diamond-producing countries like Angola and Russia. This placed LLD Diamonds in a unique position in the global diamond ecosystem.
Reputation, branding and controversy
Because of the “Tinder Swindler” episode, the brand got extra media attention—some good, some bad. While the company tried to clarify its non-connection to the con man, the association raised questions about brand trust, verification, authenticity. The story reminds us that in luxury goods (especially something as opaque as diamonds), reputation and transparency matter a lot.
Trend towards transparency
Consumers today are more aware: from conflict diamonds, to environmental concerns, to lab-grown vs mined. A company like LLD Diamonds, being large and integrated, must face these pressures. If they succeed in showing traceability, certification, provenance, they gain an edge.
Common keywords & concepts around LLD Diamonds
- Diamond sourcing
- Cutting & polishing
- Certification
- Provenance
- Conflict diamonds
- Lab-grown diamonds
- Diamond supply chain
- Luxury branding
- Fraud / misrepresentation
- Transparency & ethics
A Story / Anecdote
In 2019, a woman named Cecilie (one of the people featured in The Tinder Swindler) was introduced online to a man calling himself “Simon Leviev,” heir to LLD Diamonds. She met him, traveled with him, believed his slick talk, private jets, glamorous lifestyle. But later discovered that behind the luxury façade was a complex web of lies—and that LLD Diamonds had nothing to do with him.
This anecdote highlights a key lesson: a big brand name can be misused. As a buyer or observer, you must verify facts, not just trust surface glitter.
Step-by-Step: How to Evaluate a Diamond Brand (Using LLD Diamonds as Example)
Check the brand’s history and legitimacy
Look into the founder, the age of the company, and whether it has independent recognition. Beware of imposters using the brand’s name.
Ask for certification and provenance
Demand GIA or IGI certificates, ask about ethical sourcing, and confirm traceability.
Understand the business chain
Know who handles each step: mining, cutting, certification, selling. LLD Diamonds is integrated, which can be a strength.
Check the brand’s public reputation
Research how the company has handled controversies. LLD Diamonds distanced itself from Simon Leviev.
Compare pricing and value
Compare against market rates for similar grade stones. Watch for red flags in pricing.
Review customer support and after-sales service
Ask about warranty, return policies, and ongoing support.
Keep documentation
Always keep invoices, certificates, and appraisals.
Periodic validation
For expensive stones, occasional re-certification helps preserve value and authenticity.
The Myths & Misconceptions around LLD Diamonds
- Myth: Big name = automatically safe
False. Brand names can be misused, as shown in the Simon Leviev case. - Myth: All diamonds are equal in quality
Quality varies widely, even within the same carat weight. - Myth: Diamonds are always mined naturally
Lab-grown diamonds are now a strong alternative. - Myth: Once you’ve bought, you’re done
Not true. You need to maintain, insure, and sometimes re-validate. - Myth: Beauty means value
True value lies in certification, cut quality, and provenance.
Strengths & Challenges of LLD Diamonds
Strengths
- Integrated chain
- Brand heritage
- Global access to supply
- Potential to innovate
Challenges
- Reputation risk
- Need for transparency
- Disruptive competitors
- Geopolitical complications
Frequently Asked Questions (FAQ)
Is LLD Diamonds a scam?
No. It’s a real company. The scam was committed by someone pretending to be part of it.
How can I tell if a diamond from LLD Diamonds is authentic?
Demand official certification and verify provenance.
Does LLD Diamonds sell lab-grown diamonds?
Primarily they sell mined diamonds. Ask directly if you want lab-grown.
What was the Tinder Swindler scandal?
A man impersonated an heir of LLD Diamonds to scam women. The company was not involved.
What if I want to resell a diamond from LLD Diamonds?
Keep certification and invoices. Consider getting it reappraised.
Final Thoughts: Why this Matters to You
Maybe you’re not in the jewelry business. Maybe you just saw the Netflix documentary or heard the name LLD Diamonds, and wondered: “What’s real? Should I care?” The truth is: luxury goods like diamonds are as much about story and trust as they are about sparkle. Brands are built (and broken) on reputation.
Here are some takeaways:
- Trust but verify
- Transparency is the new luxury
- Value lies under the hood
- Stories matter—but so do facts
- Timing matters
- Documentation is your friend
