Established a decade ago in Antwerp, natural diamond jewellery brand Levuma has built a roster of discerning clients, including Jordan’s royal family. Founder ALI KHALIL, a fifth-generation diamantaire, draws on a rich family legacy spanning mining, cutting, and wholesaling of diamonds. In an interview with Shilpa Dhamija, Khalil decodes the complexities of balancing his roots in the global diamond trade while shaping a high-jewellery brand that is defined by quiet distinction.
What inspired the name Levuma?
The name Levuma holds deep personal significance for me as it originates from the village in Sierra Leone where my great-grandfather initiated diamond mining in the 1930s. As a fifth-generation diamond dealer, I have witnessed the evolution of our legacy over the decades, from mining to cutting and wholesaling of natural diamonds. However, I wanted to take our passion for diamonds a step further by creating Levuma as an exclusive jewellery brand.
How do you balance relationships with jewellery partners while building your own brand? What advice would you give to natural diamond suppliers who aspire to pursue the same path?
To effectively manage these dual aspects of our business, we operate our B2B (supply to jewellers and dealers) and B2C (our jewellery brand) divisions as two separate departments. This organisational structure helps us avoid any conflict of interest and allows each department to focus on its unique objectives without compromising the integrity of either side.
In our B2B operations, we prioritise nurturing strong relationships with other jewellers and dealers through transparent communication and building trust as a foundation.
For other diamond merchants looking to transition into the consumer market, my advice would be to begin by identifying your unique value proposition. Understand what could differentiate your brand in a crowded marketplace, whether it’s your family history, ethical sourcing, or a specific design philosophy. Invest in building a strong brand narrative that resonates emotionally with consumers.
What is the typical demographic of your clients?
Our client demographic primarily consists of sophisticated individuals who appreciate fine craftsmanship and the allure of natural diamonds. They range from engaged couples seeking unique engagement rings and bridal sets to significant collectors and investors looking for distinctive pieces to add to their collections. These are established professionals, successful businesspeople, and entrepreneurs who appreciate beauty, tangible, alternative assets and are looking to diversify their holdings. They typically range from 35 to 70 years of age. While our investor base spans various regions, there is a larger concentration in the Middle East and Asia, where many of the world’s largest collectors have historically originated.
What are the various influences that shape your designs and guide your creative journey?
Our designs are influenced by nature, art, and cultural heritage, blending a range of inspirations into each piece. At Levuma, we embrace a contemporary classic style, ensuring that our designs are always neat and clean. This aesthetic allows us to highlight the natural beauty of the diamonds while maintaining a timeless elegance. I find inspiration in the organic forms of the natural world, as well as architectural elements and historical motifs, all of which enhance the sophistication of our creations.
Based on your experience, what constitutes meaningful growth for a diamantaire in the craft of diamond discovery, cutting, and polishing?
Meaningful growth for a diamantaire goes beyond financial success; it’s a pursuit of excellence and continuous learning. Every day, I refine my craft, deepening my understanding of diamond discovery, cutting, and polishing. Each piece is an opportunity to improve our artistry.
Inspiration fuels innovation, and I draw from art, nature, and culture to influence our designs. But growth also means building strong client relationships based on integrity.
To retain clients in the luxury market, why have experience and relationship-building become more important now than ever before?
In today’s luxury market, brands must offer more than just high-quality products, as clients seek personalised experiences that resonate on a deeper level. Relationship building is key to retaining clients.
Consumers now expect tailored experiences that reflect their individuality and values. By understanding their preferences and aspirations, brands can create meaningful, exclusive experiences. Regular, genuine engagement fosters loyalty beyond the product itself.
Also, social media has amplified the importance of community, with clients sharing experiences and seeking validation. Memorable interactions not only strengthen client relationships but also enhance brand visibility through word-of-mouth social marketing.
What, in your view, is the most strategic approach to investing in rare, precious gems during times of market instability, particularly now when numerous other investment opportunities are emerging?
We recommend that qualified investors consider investing in extremely rare gems, particularly fancy colour diamonds such as blue and pink diamonds. These unique stones have consistently outperformed broader markets over the past four decades and represent a true treasure of nature.
Vivid pink diamonds have particularly excelled in the market over the last two decades, with auction records reflecting their impressive appreciation in value.
A prominent example is the Williamson Pink diamond, which was sold at Sotheby’s in October 2022 for over $5 million per carat, highlighting the sustained demand and rising prices for these exceptional stones. The consistent interest from investors in vivid pink diamonds underscores their appeal as a rare and valuable asset in the luxury market, making them a noteworthy consideration for collectors and investors alike.
Investors should focus on the rarity, provenance, and historical appreciation of these gems, as they tend to retain and even increase in value during economic fluctuations. Engaging with knowledgeable professionals and acquiring pieces that hold intrinsic value can provide a safeguard against market volatility.
What, in your opinion, is the most realistic path forward for the natural diamond industry?
The path forward for the natural diamond industry lies in sustainability, ethical practices, and stronger consumer engagement. By highlighting the unique qualities and beauty of natural diamonds and focusing on transparency, with strong and lasting client relationships, we can build loyalty and ensure the industry’s continued relevance.