Diamonds are traditionally assessed by their cut, clarity, carat and color, or rather lack of color. The most valuable ones have always been the highest grade colorless ones. However, diamonds can be found naturally in over 300 different hues and t

Diamonds are traditionally assessed by their cut, clarity, carat and color, or rather lack of color. The most valuable ones have always been the highest grade colorless ones. However, diamonds can be found naturally in over 300 different hues and their rarity made them very expensive, especially the more attractive hues. In particular the very pretty Pinks, Reds, Blues and Oranges, were highly prized. In contrast, the relatively commonly found and unattractive shades of brownish white diamonds, were simply dismissed as low grade off-white diamonds. So how did the lowly brownish white become a much sought after Chocolate Diamond rings ?

Prior to 2000, Chocolate Diamonds were simply known as "low color", "brown" or "C4-C6" diamonds. However to stimulate market demand for them, Le Vian branded certain of its brown diamonds with a particular rich hue as "Chocolate Diamonds". They backed the action with a highly effective multi-million dollar, multi-media advertising campaign. A distinctive color of rich brown gemstone became identified as Chocolate Diamonds.

Le Vian chose the name well. Chocolate is an affordable delicious pleasure. The naming of these gemstones conjured images of pleasure, enjoyment, desirability and affordable luxury which people want. Demand for them has been further stimulated since they have been worn by upwards of 100 celebrities at Red Carpet award ceremonies around the world. And what celebrities wear becomes the in-demand accessory!

Le Vian effectively developed the market for Chocolate Diamonds and whilst others have jumped on the proverbial band wagon and used terms such as "chocolatey" diamonds, Le Vian has largely enjoyed exclusive use of the description. This means that for many, the term is as closely associated with the Le Vian name as with the wonderfully rich brown color.

However, not all fancy browns have the hue of a Chocolate Diamond, but all hues have enjoyed a surge in demand. This is because they too have benefited from an attractive name change. In particular lighter shades of fancy browns have been renamed Cinnamon, Cognac, Coffee and even Champagne diamonds! Amongst these, the rich cognac gemstones are probably the most popular although all of the brown hued diamonds are increasingly being set into fine jewelry today and that even includes engagement rings!

All this is great news for anyone looking for a special piece of diamond jewelry. Fancy Browns are plentiful yet many shades are still cheaper than white diamonds. Now that they are no longer viewed as low grade gemstones, they make very affordable diamond jewelry.