A German company inadvertently embroiled in the Louvre Museum heist after one of its lifts was used in the theft is making the most of its free publicity - by launching a new advertising campaign.

Master jeweler Stephen Portier said the Louvre robbers might recut the stolen gems, which would significantly decrease their value.

A separate post from the social media influencer Ian Miles Cheong, viewed over 90,000 times, reads, “The man in the fedora, who looks like he came out of a detective film noir from the 1940s is an actual French police detective who’s investigating the theft of the Crown Jewels at the Louvre. Pure aesthetic.”

Thieves used a stolen truck-mounted moving lift to scale the Louvre and steal royal jewels worth over $100 million in a lightning-fast Paris heist.

About 100 investigators are now involved in the police hunt for the gems and heist suspects​, said prosecutor Laure Beccuau, whose office is leading the investigation.

P ARIS -- In what could be the first major break in the investigation of the $102 million jewel heist at the Louvre Museum, police have found traces of DNA on items the thieves left behind in their hasty getaway, French authorities told ABC News.

Does a photo show a well-dressed French detective working the case of the Crown Jewels stolen from the Louvre? No, that's not true: The original poster later said it was a "fantasy version" she did not regret posting.