Israeli lab-grown diamond producer Lusix has appointed Eyal Axelrod (pictured) its vice president of sales and marketing.
Prior to join Lusix, Axelrod worked for De Beers broker I. Hennig for 18 years, eventually serving as managing director of its Israeli office.
He says he’s been looking at joining the lab-grown diamond sector for some time and eventually settled on Lusix because of its technological focus and sustainability credentials. Its rough has been “certified sustainably rated” by SCS Global Services.
“Every new business has a cycle,” Axelrod says. “It’s growing now, and it will continue to grow in the next few years.”
Axelrod will guide the sales and marketing strategy of the company, which was founded by Israeli businessman Benny Landa. The company sells “as grown” diamonds produced with chemical vapor deposition (CVD).
He hopes to “bridge the worlds” between lab-grown and natural diamonds.
“We sell to the diamond industry, and we need to have people that really understand the dynamics of the industry,” he says. “There is a lot of competition and there are challenges, as there are with any growing business. I want to find the right players and the right clients to build a sustainable business going forward.”
He also hopes to see less rancor between the natural and lab-grown sectors.
“I don’t think we should fight,” he says. “We are two different categories in one industry. There’s nothing that one category should be afraid of. I see lab-grown diamonds growing in parallel to the natural.”
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