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Rehovot, Israel--LUSIX, a sustainable producer of lab-grown diamonds, has appointed former De Beers broker Eyal Axelrod as its vice president of sales and marketing. His hire comes as LUSIX is substantially expanding its production capacity with its new state-of-the-art growing facility currently being built in Israel.

Axelrod will lead the sales and marketing strategy, including the creation of new partnerships and innovative offerings to support the company’s growth, its clients, and the positive positioning of lab-grown diamonds worldwide. He is a veteran of the mined diamond industry, notably with London-based I. Hennig & Co, as a De Beers broker and consultant to large international diamond companies throughout the diamond pipeline.

“We are extremely happy to welcome Eyal to LUSIX’s management team,” said Dr. Silviu Reinhorn, CEO. “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. Eyal’s appointment will enable LUSIX to reach new strategic clients and strengthen our ties with leading diamond industry players.”

LUSIX achieved SCS Global Responsibly Grown Diamond certification in 2021.

“After spending many years in the diamond industry, I believe the timing is right to move into the lab-grown diamond market,” said Axelrod. “I joined the LUSIX team because of the entrepreneurial vision of Benny Landa, owner of LUSIX, and the leadership of Dr. Reinhorn. 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.”