Christie’s expects to sell a rare fancy vivid pink diamond for between $30 million and $50 million, potentially setting a new world auction record price for the color category.

The rectangular-cut, 18.96-carat, type IIa Pink Legacy, belonging to the Oppenheimer Family, will lead the Magnificent Jewels sale in Geneva, the auction house said Tuesday. The stone is the largest fancy vivid pink diamond Christie’s has ever auctioned, describing the piece as internally “very pure.”

The discovery of this previously unrecorded and remarkable diamond will cause immense excitement with collectors and connoisseurs of diamonds around the world,” said Rahul Kadakia, international head of jewelry at Christie’s. “Its exceptional provenance will no doubt propel it into a class of its own as one of the world’s greatest diamonds.

The Pink Promise, an oval-shaped, 14.93-carat, vivid-pink diamond, which Christie’s sold at its Hong Kong auction for $32.5 million in 2017, holds the current record.

Christie’s will sell the Pink Legacy at its Magnificent Jewels auction on November 13 at the Four Seasons Hotel des Bergues in Geneva. The auction house will preview the stone in Hong Kong, London, New York and Geneva between September 28 and November 13.