CHOCOLATE DIAMOND: The Popular Brown Diamond

For centuries, brown diamonds remained unnoticed and undervalued. Many considered them mere industrial diamonds, lacking the glamor and prestige of the colorless stones. However, in recent years, brown diamonds went from being overlooked and underestimated to a cherished and sought-after treasure. This is the story of the fine brown diamond, popularized as the ‘chocolate diamond.’

The Birth of Chocolate Diamond

Before they became popular as ‘chocolate diamonds,’ the industry treated brown diamonds as worthless for jewelry. Indeed, for centuries, brown diamonds remained unnoticed and undervalued, overshadowed by the brilliant white diamonds that adorned the crowns and necklaces of the elite. De Beers, the dominant diamond company that controlled the diamond market, rejected them, and gemological authorities did not even assess them on diamond’s color scale. The industry thus relegated most of brown diamonds to industrial use, such as in the form of abrasive granules.

As a result, most consumers and jewelers perceived brown diamonds as inferior and unattractive, lacking the glamor and prestige associated with the colorless stones. They accordingly refrained from using brown diamonds in jewelry. While some brown diamonds did find their way into personal ornaments, they typically figured as accent stones rather than as central gems.

It was only in the mid-1980s that brown diamonds started to gain popularity, thanks to the marketing strategies of the Argyle mine in Australia and the Le Vian group, which trademarked the term ‘chocolate diamond’ and introduced a new line of jewelry consisting of brown diamonds. Exactly what are chocolate diamonds?

What Is Chocolate Diamond?

A chocolate diamond is a natural, brown-colored diamond ranging in shades from light champagne to deep coffee. Unlike the traditional white diamonds, chocolate diamonds come with warm, earthy hues.

Chocolate diamond comes from deep within the earth, where immense pressure and heat shaped carbon into the magnificent crystal known as diamond. Unlike its colorless counterpart, this particular diamond comes with a warm, rich brown hue. The presence of certain impurities or structural defects occurring in the course of their formation can give diamonds various colors, including shades of brown.

The intensity and depth of the brown color varies, and some may also exhibit secondary hues, such as yellow, orange and even hints of pink. See also —

What earnestly increased the popularity of brown diamonds are their marketing as ‘chocolate diamonds.’ This happened after a visionary jewelry company, the Le Vian Corporation, decided to unlock the potential of these overlooked gems. They christened them ‘chocolate diamonds,’ cleverly aligning the gems’ luscious color with one of the world’s most beloved treats. The name ‘chocolate diamond’ thus evokes the image of a delectable treat, therefore associating this gem with warmth and luxury, and in this manner appealing to consumers.

In a nutshell, ‘chocolate diamond’ is a trademarked name owned by the Le Vian Corporation, who popularized it to promote their brown diamond collections. Hence, chocolate diamonds are brown diamonds that meet the standards of color, clarity, size and cut that Le Vian set. These gems figure in innovative and unique jewelry that the company creates, and gained appreciation as beautiful gemstones in their own right.

Advantages of Chocolate Diamond

Like other natural diamonds, brown diamonds are rare and durable, able to withstand everyday wear. Besides these advantages, which brown diamonds have in common with other diamonds, chocolate diamonds possess certain features that make them a great choice for jewelry.

1. Unique and Distinctive Appearance

Chocolate diamonds offer a warm and earthy hue that sets them apart from traditional white diamonds. This rich color resembles chocolate, and in this manner evokes cozy and inviting feelings, reminiscent of sipping a cup of hot chocolate on a cold day. This peculiar coloration makes them an excellent choice for those seeking an alternative, distinctive gemstone, suitable for unique and innovative jewelry designs.

2. Affordability

Compared to colorless diamonds and some other colored diamonds, chocolate diamonds are generally more affordable. This affordability allows individuals to get a larger or higher-quality stone within a certain budget.

3. Versatility

The warm brown tones of chocolate diamonds can complement a wide range of skin tones and jewelry designs. They blend well with various metals – such as white gold, yellow gold and rose gold – thus offering versatility in creating beautiful and fashionable pieces of jewelry, from necklace to earrings.

4. Growing Popularity

As the popularity of chocolate diamonds increases, more jewelry designers and manufacturers are incorporating them into their collections. This means that a broader selection of jewelry styles and designs featuring chocolate diamonds is becoming available in the market.

5. Ethical and Environmentally Friendly

Chocolate diamonds are traceable and ethical. They come from reputable sources that follow high standards of quality and social responsibility. The mines whence they come typically observe ethical and environmentally responsible practices. Thus, choosing a chocolate diamond can align with ethical consumer values, especially for those concerned about the impact of diamond mining.

6. Symbolism

For some individuals, the warm color of chocolate diamonds carries personal or sentimental meaning. Brown often bears association with grounding and stability. Some people may thus see chocolate diamonds as a symbol of emotional stability, and a reminder to stay grounded in the face of life’s challenges. Such sentiment makes chocolate diamonds a meaningful choice for engagement rings, wedding rings, anniversary gifts or other special occasions.

Elegant yet Affordable Chocolate Diamond

Arguably the biggest advantage of chocolate diamonds is their affordability compared to colorless and other colored diamonds. Brown diamonds are generally more accessible in terms of price, making them an attractive option for individuals looking to own a beautiful and genuine diamond without the premium associated with some other diamond colors.

This affordability allows a broader range of consumers to purchase larger stones, or buy higher-quality diamonds while staying within their budget. Indeed, chocolate diamonds have opened up new possibilities for jewelry enthusiasts to own unique and visually appealing gemstones at a more affordable cost. In fact, this advantage has played a significant role in the growing popularity of chocolate diamonds.

Disadvantages of Chocolate Diamond

While chocolate diamonds have their unique appeal and advantages, they also come with some cons.

1. Lower Brilliance

Due to a darker color, chocolate diamonds exhibit lower brilliance compared to white diamonds. The brown hue can absorb more light, thus reducing the diamond’s ability to reflect light and produce the dazzling sparkle often associated with traditional diamonds.

2. Limited Market Value

Despite their growing popularity, chocolate diamonds are not as valuable or resalable as white or other fancy diamonds, such as blue and pink. This could affect their resale value, should one decide to sell the diamond in the future.

3. Rarity and Recognition

While brown diamonds are becoming more popular, they are still less rare and less recognized than colorless or other colored diamonds. They are in fact more common and less desired in the market. This could impact their appeal in certain circles or for some pieces of jewelry.

4. Less Versatility

The distinctive color of chocolate diamonds may not complement all jewelry designs or styles. They are not universally appealing, and some individuals may prefer colorless diamonds, which offer greater versatility and match a broader range of outfits and occasions. Other people may also prefer diamond colors that are more vibrant and rarer.

Less Valuable Chocolate Diamond

The biggest disadvantage of a chocolate diamond, or any brown diamond for that matter, is its lower market value. While chocolate diamonds have gained popularity in recent years, they are still generally less rare and less valuable than white diamonds and other fancy diamonds, such as blue, pink and red.

This perception of brown diamonds as being less valuable has historical roots. Before their successful rebranding as ‘chocolate diamonds,’ brown diamonds were often overlooked and used for industrial purposes rather than for fine jewelry. Even though their popularity has grown in recent years, they might still not command the same premium prices as colorless diamonds or other rarer colors do. The chief reason is their abundant supply.

In turn, this lower market value can have implications for both buyers and sellers. If one is considering a chocolate diamond as an investment, its appreciation in value over time may not be as substantial as with other diamonds. Additionally, if he ever decides to sell the chocolate diamond in the future, he might not recoup as much of his initial investment compared to other varieties of diamond.

Rise in Popularity of Chocolate Diamond

Despite lower market value and the traditional aversion from brown diamonds, chocolate diamonds grew in popularity. To be sure, the value of a diamond is not solely based on its market price; it can be deeply personal too, reflecting individual preferences, sentimental meaning and the joy it brings to its owner. Ultimately, the lower rarity and worth of a chocolate diamond may not matter as much to someone who appreciates its unique beauty and chooses it for its distinctive qualities, rather than solely as an investment.

Moreover, with a stroke of marketing genius, the humble brown diamonds transformed into a symbol of sophistication and luxury. The innovative marketing efforts of Le Vian Corporation resulted in the popularity of chocolate diamonds. This rise of brown diamonds as a sought-after gemstone is a prime example of how effective branding and marketing strategies can transform the perception and desirability of a gemstone.

1. Le Vian Corporation’s Vision

In the late 20th century, Le Vian Corporation saw the untapped potential of brown diamonds and recognized an opportunity to bring these unique gems to the forefront of the jewelry market. They rebranded and marketed brown diamonds in a way that would appeal to consumers and elevate their status in the world of fine jewelry.

2. Introduction of ‘Chocolate Diamond’

Le Vian Corporation introduced the term ‘chocolate diamond’ to describe their collection of brown diamonds. The name was inspired by the warm, rich and inviting brown hue, which evoked the imagery of the delicious and indulgent chocolate, which is a universally beloved treat. With Le Vian’s marketing campaign, the term ‘chocolate diamond’ spread like wildfire, as did the gem’s popularity.

3. Clever Marketing Campaigns

To promote their chocolate diamond collection, Le Vian launched clever and captivating marketing campaigns that showcased the unique beauty of brown diamond. By pairing it with white diamonds, other colored stones and a variety of precious metals, expert craftsmen and designers showcased brown diamond’s versatility. Thus, chocolate diamonds figured in stunning pieces of jewelry, which highlighted their versatility and appeal.

4. Celebrity Endorsements

Le Vian strategically sought celebrity endorsements, with well-known personalities wearing their chocolate diamond jewelry at red carpet events and award shows. Indeed, these once-dismissed stones found their way into the hands of celebrities and fashionistas. These endorsements helped increase the visibility and desirability of chocolate diamonds among the public.

5. Partnerships with Retailers

Le Vian partnered with various jewelry retailers, both online and in physical stores, to expand the distribution of their chocolate diamond collection. This made the gemstones more accessible to a broader range of consumers.

6. Growing Popularity

As a result of successful marketing campaigns, celebrity endorsements and increased availability, chocolate diamonds began to gain popularity and recognition as a unique and fashionable choice in jewelry.

7. Positive Customer Reception

Consumers liked the distinctive color and affordability of chocolate diamonds, which further contributed to their rising popularity. The earthy tones of the chocolate diamond added a touch of elegance and warmth to pieces of jewelry, thus capturing people’s admiration and inspiring new trends. This peculiar beauty and versatility of the brown hue appealed to individuals seeking unconventional and eye-catching gemstones. At the same time, the relatively affordable prices of chocolate diamonds made them accessible to a broader audience.

Chocolate Diamond Moving Forward

With newfound fame, the chocolate diamond became the centerpiece of stunning jewelry collections. And as the years passed, the gem solidified its place in the world of fine jewelry. Chocolate diamonds became a beloved and cherished gem. They stand as a symbol of appreciation for uniqueness, and an acknowledgment that beauty transcends traditional norms.

Today, consumers looking for a distinctive and affordable alternative to traditional white diamonds continue to seek chocolate diamonds. The success story of chocolate diamonds highlights the power of branding and marketing in shaping consumer perceptions and preferences in the dynamic world of jewelry. This story highlights the power of innovation and the ever-evolving nature of the jewelry industry. Thus, in its journey from obscurity to prominence, the chocolate diamond is a testament to the human spirit’s ability to discover and celebrate hidden wonders.

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Working on a Book About Diamond

The author wrote this article in the course of his research for an upcoming book, ‘Diamond, its Magic and History.’ While this book is yet a work in progress, his existing publication is available for readers to enjoy.

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About the Author

Jomar Pandan

Jomar ‘Deomar’ Pandan is the author of Power Birthstone. He’s on the fourth draft of a high-fantasy novel, Cybelym, and the first of a historical fiction, Gem Faerie. He hopes to release a nonfiction book about diamond soon. Follow him for updates. Or see his jewelry and designs.

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