Editor’s Note
This article explores how luxury brands like Louis Vuitton are innovating in the natural diamond market, introducing unique cuts and, notably, secure digital certificates to enhance provenance and authenticity for consumers.
By Jane Asher | February 12, 2024
In 2022, Louis Vuitton made history in the natural diamond world by unveiling its brand new, custom-cut natural diamond, the LV Monogram Star.
The novelty of this year’s collection is the implementation of an LV Diamonds digital certificate with the support of the Aura Blockchain Consortium, a blockchain platform dedicated to the luxury industry. The digital certificate, provided upon purchase of a jewel set with a central stone, allows the buyer to track the diamond from “mine to finger.” The document lists the diamond’s weight, color, clarity, and cut quality and traces the natural diamond’s journey, from its country of origin, through the workshops where it was cut, polished, and set.
Furthermore, Louis Vuitton uses blockchain technology to enhance the security of each certificate, operated by the Aura Blockchain Consortium, which “enables the recording and issuance of tamper-proof data through decentralized storage and provides direct access to the stone’s history and lifecycle, from its creation to its distribution.”
The exclusive diamond cut, named the LV Monogram Star, evokes a nostalgic era for the Maison: this 53-facet shape reproduces the star-shaped monogram flower created by Georges-Louis Vuitton in 1896. Timeless and billions of years old, these natural diamonds are the ultimate symbol of love, with an intrinsic value that will endure for generations.
Designed by Francesca Amfitheatrof, Louis Vuitton’s Artistic Director for Watches and Jewelry, the LV Monogram Star diamond features on rings, unisex bracelets, earrings, pendants, and pavé pieces, in an Art Deco style reminiscent of Gaston-Louis Vuitton’s trunks from the 1920s and 1930s.
