September 2022 | Lab Grown Magazine

September 2022 | The Lab Grown Diamond Resource Book 24 To advertise call (888) 832-1109 | September 2022 25 Whatever your take, it doesn’t mean LUSIX can’t produce stunning pinks, yellows, and perhaps even red grown diamonds. It does mean their attention is on the sun, leveraging extreme amounts of natural solar power, and their ability to grow diamonds using only solar power. Add their ultra-unique triangular-shaped diamond growth structure, and the advantages of cutting from that rough shape, and one can understand why much of LVMH’s $90 million went to a second 100% solar-powered LUSIX LGD facility currently under construction. Eye on the Prize Marty Hurwitz, founder of The MVEye, and co-founder, Liz Chatelain operate the “go to” jewelry market research firm, and are trusted colleagues. In a recent statement, Hurwitz said, “LVMH’s investment in the lab space is a statement that lab-growns are going into luxury in a big way.” A statement indeed, and luxe leaders creating statement LGD jewelry may be right around the bend. But don’t expect the type of turn to be wide. Tightly tested turns are around this luxury corner. While LUSIX technology remains a spotlight to LVMH, the backbone of their tech was founded on many a proof- of-concept model. A key example occurred in 2002. Then, a highly advanced digital printing system was created, perfected and protected by billionaire, Benny Landa. He sold that patented high-end print production operation to Hewlett-Packard. Landa then formed the Landa Group, an umbrella firm launching Landa Labs, a nanotechnology research group. Landa would then join forces with Dr. Yossi Yayon, a celebrated physics Ph.D. Together, they created LUSIX a few years later. Landa said, “We are thrilled and proud to welcome such high-profile investors, most notably LVMH Luxury Ventures, bringing their financial support and valuable industry insights. Their help will contribute greatly to our company’s success while the implications of this investment, both for LUSIX and for the lab-grown diamond segment, are profound – and so exciting!” How LVMH and Lusix play their luxury LGD hand could determine how consumer’s view and value man- made diamonds. This, while millions of consumers are warming up to LGD purchases, may be the tipping point of a potential, not-so-distant-future, top-down retail sales strategy. One that resonates luxury in any language. ◊ As if on a conveyor belt, Lusix’s new factory in Modi’in, Israel, plans to increase their diamond manufacturing capacity by five times its current factory output in Rehovot. Photo: Dragan Dan Scott is the founder and brand architect of New York/metro’s Luxe Licensing, a digital original content production facility, marketing and licensing agency catering to established, newly launched or relaunched luxury and demi- fine brands. Current and past clients include Chanel, Gucci, Harry Winston, Studio by Henry Dunay, Crevoshay, Tess Sholom Designs and other non-jewelry based properties. Dan welcomes conversation and may be reached through www. LuxeLicensing.com, dans@luxelicensing.com or texting +1 201 294 3697.