DUBAI: Born into a family of diamond dealers, Ali Khalil left a decade-long career in London’s financial world to follow what he believes is his true calling, to create timeless jewelry through his brand Levuma.

Founded by Khalil in 2016, the jewelry house has a long tradition in the diamond industry, beginning with his great-grandfather. In the 1930s, Khalil’s great-grandfather began trading rough diamonds in Sierra Leone.

Fast forward to 2016 and Khalil decided to name his brand after Levuma, a remote village in the southeastern part of Sierra Leone and the site of the family’s first plot of land dedicated to mining diamonds.

And the brand has no shortage of glittering fans — in September, pop star Mariah Carey appeared at the MTV Video Music Awards in a $10 million diamond set by the company.

“Seeing Mariah Carey wear one of my pieces was an ‘I made it’ moment. I never imagined that as a kid growing up in Antwerp. But every milestone just pushes me to go further,” Khalil told Arab News recently in Dubai.

Khalil is keen to raise awareness about the label in key destinations around the world, from Los Angeles to Riyadh.

“We already have very long-standing friendships and loyal clients across the Kingdom, and our goal is to deepen and expand those relationships even further,” said Khalil, who showcased his newest collection in Saudi Arabia earlier this month.

“Our plans include strengthening our private client presence with more frequent visits and exclusive presentations (and) introducing new high jewelry creations tailored for Saudi collectors,” Khalil added.

“Saudis value exclusivity, authenticity, and personal connection, they don’t just buy a piece, they connect with its story,” he said.

The fifth-generation diamantaire says he has preserved his Arab identity throughout the years, something that is mirrored in the luxury brand’s ethos.

“Although I was born in Belgium, my family’s roots trace back to Lebanon more than a century ago. We later spent several generations in Africa and London before eventually building our base in Belgium in the 70s.

“Throughout this journey, we always preserved a strong Arab identity, a culture that values beauty, generosity, and legacy.

“Jewellery in the Arab world has deep emotional meaning. It celebrates family, personal milestones, and the stories we choose to remember … our Arab heritage gives the brand its soul.”

Designed to be heirlooms, each creation embodies Khalil’s vision of quiet luxury and sophistication.

“For me, beauty lies in simplicity. The diamond is nature’s most perfect material, my role is to enhance its beauty, not overpower it,” he said.