SourcingAug 12, 2026
Eshed-Gemstar on the Painstaking Process of Cutting ‘The Legacy Emerald’The gemstone supplier and manufacturer acquired the remarkable 104-gram Zambian emerald at Gemfields’ auction in May.
TrendsFeb 16, 2021
Le Vian Celebrates 20 Years of Chocolate Diamonds
The luxury jeweler has created short, social media-focused ads to appeal to a new generation of customers.
Le Vian’s Honey Gold Chocolate Diamonds Jubilee ring ($3,599). Le Vian is celebrating 20 years of its chocolate diamonds, rolling out new ads on social media.
New York—Le Vian is celebrating the twentieth anniversary of the debut of its Chocolate Diamonds collection.
The luxury jeweler introduced the Chocolate and Vanilla collection in the early 2000s, marketing brown diamonds as “chocolate” and white metals as “vanilla.”
The collection would continue to evolve through the years, adding a new “strawberry gold” flavor, a proprietary softer tone pink gold, in 2005.
In 2009, the chocolate diamonds found their way into timepieces.
SEE: Le Vian’s Chocolate Diamonds
Le Vian Chocolate and Nude diamond ring ($6,498)
A Le Vian Chocolatier ring, featuring a one-carat sunstone surrounded by Vanilla and Chocolate diamonds, set in 14-karat Strawberry gold ($2,497)
Le Vian Chocolate Souffle Ombre pendant ($2,448)
Le Vian chocolate diamonds 20th anniversary Jubilee ring ($3,299)
The jeweler has exacting standards regarding what it takes to be considered a Chocolate Diamond.
Though all parameters are considered, strength of color is one of the most important factors to Le Vian’s diamond buyers.
Chocolate Diamonds must rate between a C4 and C7 on the Argyle color scale and have a certain hue, tone and saturation.
Fewer than five percent of diamonds from the Argyle Mine meet the standard, said Le Vian’s website.
Chocolate diamonds range from deep champagne colors to fancy dark browns, in line with GIA’s color chart. The clarity must be an SI or higher.
To celebrate the anniversary, the company has created a series of six and 15-second ads for social media, a change from its usual 30-second Le Vian television ads as it looks to target Millennials and Gen Z consumers.
“Indulgent and irresistible, our Chocolate Diamonds jewels have been tempting consumers for two decades,” said CEO Eddie Le Vian in a statement.
“Le Vian has always been committed to innovation and is proud to have created adverts that target the busy, modern jewelry collector and bring joy in challenging times.”
The new ads are doing well, said Le Vian, garnering more than 10,000 daily views and strong consumer engagement via likes and comments.
Editors' Picks
Sponsored by
More on Trends
The Latest
CrimeAug 12, 2026
Elderly NYC Woman Targeted in Jewelry Swap SchemeTwo suspects offered to trade the woman a “winning” lottery ticket for her jewelry.
SourcingAug 12, 2026
Another Diamond Mine Poised to CloseFinsch has been in business rescue since May, and owner Petra Diamonds said it sees no viable path forward for the mine.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CrimeAug 12, 2026
Jewelry Store Employee Gets 20 Years to Life in Choking Death of BossMichel Patrick DeSalles was sentenced after pleading guilty to the 2017 murder of Omid Gholian, who owned a jewelry store in Manhattan.
Weekly QuizAug 07, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsAug 12, 2026
Frederick Goldman Names New SVP of SalesLongtime industry executive Beth Miller has taken on the role.
AuctionsAug 11, 2026
Verdura Unicorn Brooch With Royal Connection Up for Auction The brooch was owned by Virginia Fortune Ryan Ogilvy, who served as a lady of the bedchamber to Queen Elizabeth II for nearly 50 years.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsAug 11, 2026
Signet Jewelers Selects Mattel Exec to Lead Zales, BanterJamie Cygielman will take on the role on Aug. 24.
IndependentsAug 11, 2026
Polly’s Fine Jewelry Co-Owner Richard Moore Dies at 69Moore, Polly’s husband, is remembered as a family man with an easygoing spirit and a love for sports and the outdoors.
ColumnistsAug 11, 2026
Creative Connecting: How to Sell Colored Gemstones to Gen ZDuvall O’Steen and Jen Cullen Williams share the best ways to display, present, and explain colored gemstones to younger customers.
Events & AwardsAug 11, 2026
NAJA Announces Lineup For 2026 Fall Virtual ConferenceThe mid-year conference for jewelry and watch appraisers will take place Sept. 5-6 on Zoom.
TechnologyAug 10, 2026
Colorado Jeweler Launches Customization Tool He Built HimselfHonest Hands Ring Co. Founder Benjamin Bosworth shared his thoughts on jewelry technology and why AI can never replace the human element.
MajorsAug 10, 2026
QVC Exits Chapter 11 Bankruptcy, Names New Interim CEOQVC Group President and CEO David Rawlinson is temporarily being replaced by a familiar face, former QVC CEO Mike George.
CollectionsAug 10, 2026
State Property Puts a Ripple in the ‘The Voyager’ CollectionThe brand also added two one-of-a-kind brown diamond pieces to the “Sanssouci” series of its “Gardens” collection.
MajorsAug 10, 2026
And IJO’s 2026 Vendor of the Year Is … Ostbye took home top vendor honors at the Independent Jewelers Organization’s show, held last month in Kentucky.
Supplier BulletinAug 07, 2026
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsSponsored by Stratus Estate Buyers
MajorsAug 07, 2026
Retail Veteran Pam Cloud Appointed President of Blue NileCloud, who will officially join Blue Nile on Monday, spent 26 years at Tiffany & Co. and founded jewelry brand Roseate.
MajorsAug 07, 2026
Pandora Appoints Paulo Garcia as New CFO Garcia will take over from the company’s current CFO, Anders Boyer, who is retiring at the end of November.
MajorsAug 07, 2026
Etsy to Lay Off 12% of WorkforceEtsy CEO Kruti Patel Goyal explained why the company is letting go more than 200 employees as its performance improves.
CrimeAug 06, 2026
Lalique Museum to Remain Closed Following $5M HeistMuseum officials are looking to the public to help cover the “exceptional” costs involved in recovering from the July 5 smash-and-grab.
MajorsAug 06, 2026
Claire’s Revamps Piercing Services for Second Time in Three Years The overhaul includes enhanced employee safety training and trendy earring styles, including lab-grown diamond studs.
FinancialsAug 06, 2026
Brilliant Earth’s Q2 Sales Up 6%, Driven by High-Income ShoppersThe retailer said it had its biggest Mother’s Day ever, with strong demand for higher-priced jewelry.
MajorsAug 06, 2026
AJA East Coast Names Ani Khachian as First Female President-ElectThe Armenian Jewelers Association’s East Coast chapter has also elected its 2026–2027 board of directors.
MajorsAug 05, 2026
Private Equity Firm Wants to Buy 100+ JCPenney StoresOnyx Partners has submitted a second offer to buy the department stores after its first offer fell through last year.
IndependentsAug 05, 2026
Atlanta Jeweler Introduces $10K MartiniSolomon Brothers Jewelers has partnered with local cocktail bar Roaring Social on a new martini garnished with a tennis necklace.
IndependentsAug 05, 2026
Another Member of the Siegel Family Joins Hamilton Jewelers Benjamin Siegel, son of President and CEO Hank Siegel, started working for the family business this week.
