Le Vian initiated the “Chocolate Diamonds®” brand in the year 2000, when it first introduced its unique brand of natural fancy color brown diamonds to the public. Le Vian's objective with naming its selection of brown diamonds was to help differentiate from the lower quality stones. The company's purpose in obtaining a registered trademark was to assure consumers that Le Vian Chocolate Diamonds® are the higher quality stones. Chocolate Diamonds® are procured through strict standards: come primarily from Australia, are the top 5% of the higher quality natural color brown diamonds, range from C4-C7 on Argyle Diamond's color scale. Stones larger than 20 points are the top 5% of that. Additionally, while most of the world's brown diamonds have visible inclusions, Le Vian Chocolate Diamonds® are chosen for their color, clarity and cut.
By 2009 the US Office of Patent and Trademarks, concurred with Le Vian, that Chocolate Diamonds® had achieved distinctiveness as a brand of Le Vian. By 2014, the brand became incontestable. Today, Le Vian® holds the registered trademark for Chocolate Diamonds® in over 100 countries around the world, spanning the Americas, the European Union, China, Hong Kong and the Middle East.
While it is true that Chocolate Diamonds® exhibit a unique chocolate flavor, the brand identity was inspired by Eddie LeVian's own craving for chocolate (the food) which he acquired through a friend who introduced him to the delicious world of gourmet organic artisan dark chocolate. Aside from the delicious flavor of the finest chocolate, LeVian was intrigued by the magical qualities and health benefits of chocolate as well as others who desired chocolate, connoisseurs of chocolate with their deep appreciation of the splendor, flavor and intensity of the most delicious chocolates in the world. "I became a proud chocoholic!" tells LeVian.
It is LeVian's personal experience and understanding of the aphrodisiac qualities of chocolate (the food), the obsession to chocolates that millions, most likely billions, around the world enjoy, that inspired the brand name, Chocolate Diamonds®, chosen to represent the same emotional connection and passion that a chocolate enthusiast possesses.
With a little creative enticement from chocolate lovers everywhere, Le Vian is changing the public's perception of this stunning natural color diamond, to arouse that same passion and addictiveness that collectors already experience with Le Vian's original collections.
Today, the brand continues to rise in popularity as Le Vian's million strong collectors, from royalty to celebrities to socialites and everyday people, who own a Le Vian Chocolate Diamonds® design and have started to appreciate the newest innovative combinations of colors of diamonds, gems and gold in vastly differentiated designs.
The consumer has shown its understanding of the rarity of these fancy color diamonds by bidding up the prices three-fold in 15 years. While that means that the top red and pink diamonds now go for as much as $3 million a carat, it still means that you can get a Chocolate Diamond® solitaire that is thousands of times rarer than a white diamond, for a fraction of the price.