ColumnistsJun 24, 2026
The Revenue Hiding Between Your Counter and Your Online CartJewelers are missing out by not offering this one key add-on at the online point of sale, Emmanuel Raheb writes.
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.
More on Trends
The Latest
CollectionsJun 24, 2026
Greenwich St. Jewelers, Jewel Boxing’s Latest Drop Is On-TrendThe fourth collaborative collection from the retailer and jewelry content creator focuses on gemstone charms and strands of colorful beads.
Events & AwardsJun 24, 2026
AGTA Accepting Entries for Spectrum 2026This year’s AGTA Spectrum & Cutting Edge Awards will feature two new categories.
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.
SourcingJun 24, 2026
Columbia Gem House To Offer Alexandrite Melee OnlineThe collection features traceable alexandrite from Brazil in calibrated sizes that is sorted by grade.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 24, 2026
CaratLane Names New Chief Sales OfficerDhaval Raja has been appointed to the role.
CollectionsJun 23, 2026
Francesca Villa Goes ‘On the Road’The capsule collection looks to vintage trunk pins that echo the spirit of speed, freedom, and the mythology of the American road trip.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJun 23, 2026
New Paraíba Tourmaline Source Reportedly Discovered in EthiopiaSSEF issued a notice about the potential new source of the sought-after gemstone, citing “credible reports” from trade sources.
MajorsJun 23, 2026
Etsy Says ‘Shop Other Jeffs’ This Prime DayAs Amazon Prime Day kicks off, Etsy is encouraging shoppers to support small businesses.
Events & AwardsJun 23, 2026
AGA Announces 2026 Scholarship WinnerCole Winward is the recipient of 2026 AGA Gemological Scholarship.
EditorsJun 22, 2026
15 Pieces of Jewelry That Brought Us Joy in Vegas Whether they evoked nostalgia, wonder, or laughter, these jewels put a smile on our faces.
Events & AwardsJun 22, 2026
Plans Announced for New Trade Show in BaselScheduled for April 2027, Basilia will be the first watch and jewelry trade show held in Basel since the collapse of Baselworld in 2020.
Events & AwardsJun 22, 2026
Gem Awards Opens 2027 Nomination PeriodSubmissions for the milestone 25th annual Gem Awards will be accepted across three categories from now through July 31.
WatchesJun 22, 2026
Snoopy Inspires New ‘Flying Ace’ Ball WatchThe beloved beagle dons his aviator outfit for the new Engineer Master II Snoopy Flying Ace timepiece.
AuctionsJun 18, 2026
Paraíba Tourmalines Sell for $3.4M at Sotheby'sThe recent high jewelry auction, which also featured the sale of a 10-carat blue diamond, was “a celebration of color.”
CollectionsJun 18, 2026
Michelle Obama Wears Almasika Earrings Symbolizing Feminine PowerShe wore the “Le Cauri Endiamanté” earrings, our Piece of the Week, in the Obamas’ first dual portrait for the Obama Presidential Center.
PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
