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Luxury Giants Like Louis Vuitton Are Falling for Big Gems

A handful of huge diamonds has arrived in the world of high jewelry that could alter the entire business.

In January 2020 Louis Vuitton, the world’s most valuable luxury brand, revealed it had bought the second- largest rough diamond ever mined. It bought the 1,758-carat Sewelô for an undisclosed amount in collaboration with Lucara Diamond Corporation, the Canadian company that owns the mine in Botswana where it was discovered, and HB Company, a diamond-manufacturing business in Antwerp, Belgium.

But it turns out the brand’s appetite for great big diamonds was just beginning. In November, it purchased a smaller, but still uncommonly large, rough diamond, the 549-carat Sethunya. Its mining partner Lucara has proved particularly adept at finding such stones. It is at the forefront of using X-ray transmission technology to locate the diamonds before they’re broken into small pieces during the ore processing and has a special Mega Diamond

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Fashion’s Big Lifestyle Push

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LONDON — Fashion has always flirted with homeware, but COVID-19, an accelerator for many industry trends, has pushed the category to new heights.

Lockdown has forced some fashion diehards to swap their outfit-of-the-day photos for interior-of-the-day ones, filling their homes with fantastical tablescapes, Gucci pillows and Anissa Kermiche’s tongue-in-cheek Body Language vases.

“People used to only think about how to dress to impress, but they now need to dress their homes, which became accessible to many more virtual eyes. That has undeniably helped [build] our brand awareness on Instagram: Everyone was posting their favorite item and a community was born, without the need to run a marketing campaign,” said Anissa Kermiche, whose ceramics, shaped to resemble women’s body parts. have become one of Instagram’s latest sensations.

According to Isabelle Dubern-Mallevays, the former creative director of Dior Maison and cofounder of luxury design platform

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