Jewellery brand LVNA denies fake diamond accusations as endorsers distance themselves

LVNA by Drake Dustin, a prominent Filipino jewellery brand, has publicly refuted recent accusations made by online personality Christian Albert Gaza, who claimed the company was involved in selling counterfeit diamonds and defrauding individuals of over 150 million pesos (US$2.6 million).

The brand, which prides itself on transparency and authenticity, released a statement asserting that the allegations are entirely false. LVNA emphasised that it is a legally registered business committed to offering quality products, reassuring customers of its integrity and dedication to maintaining the trust of its clients.

"We understand how damaging misinformation can be, not just to our brand, but to the trust we've built with our community. We are actively working to clarify the situation and ensure there is no confusion between our business and any other unrelated party," it said in a social media post, as seen by MARKETING-INTERACTIVE.

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The controversy began when Gaza, a convicted fraudster who fled the Philippines in 2019, posted on social media alleging that the brand had scammed multiple individuals and made further accusations about the company's owner's alleged gambling addiction, as reported by ABS-CBN.

Endorsers distance themselves

Several key figures associated with LVNA sought to clarify their involvement with the brand. Beauty queen and actress Rabiya Mateo, who previously endorsed LVNA and remains a current investor, took action to clear up misunderstandings regarding her relationship with the company. In a statement released by her legal team, Mateo clarified that she is neither an owner nor a director of LVNA and that her investment is limited to receiving guaranteed interest returns, not shares or ownership stakes in the business.

Mateo's statement also said that LVNA has reportedly failed to meet its financial obligations to her, specifically the guaranteed interest returns, prompting her legal team to warn the public against dealing with individuals who may falsely claim to represent her or have her endorsement in relation to investments in LVNA.

Meanwhile, actress Ivana Alawi, another former endorser, has also distanced herself from the brand. LVNA confirmed that their partnership with Alawi had ended some time ago, describing the split as mutual and respectful. Previously, lawyer Joji Alonso also said that Alawi, her client, is no longer affiliated with LVNA.

As the brand continues to face scrutiny, it remains committed to defending its reputation. The public response from the brand and its endorsers has highlighted the challenge of managing brand integrity amidst viral allegations.

As of 16 April, the LVNA website appears to be inaccessible, based on MARKETING-INTERACTIVE's monitoring.

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