RAPAPORT… Lusix, an Israeli lab-grown diamond producer, has hired rough expert Eyal Axelrod as its vice president for sales and marketing.
Axelrod was previously a De Beers broker and consultant at I. Hennig & Co., one of the natural-diamond market’s largest brokerage firms. In his new role in the synthetics industry, he will lead Lusix’s sales and marketing strategy, creating new partnerships and working on the “positive positioning” of lab-grown diamonds worldwide, the company said last week.
“As Lusix continues to grow, we have an excellent group of leaders at the forefront to help accomplish our vision of being supplier of choice for very high-quality, sustainably grown diamonds,” said Dr. Silviu Reinhorn, the company’s CEO. “Eyal’s appointment will enable Lusix to reach new strategic clients and strengthen our ties with leading diamond-industry players.”
Founded in 2016 by inventor and technology pioneer Benny Landa, Lusix grows rough using the chemical vapor deposition (CVD) method at its factory in the city of Rehovot. It plans to open a second, larger facility in Modi’in, central Israel, Landa told the Rapaport Diamond Podcast last year. The company recently received sustainability accreditation from SCS Global Services, a standards organization.
“After spending many years in the diamond industry, I believe the timing is right to move into the lab-grown diamond market,” Axelrod added. “Lusix has always stood out as a well-managed, ethical company. My aim is now to support the growth of the company by developing and leading our sales and marketing strategy globally.”
Image: Eyal Axelrod. (Lusix)
