Smith addresses fears about a plateaued market with a reminder that retailers who do it right always will have room to grow.
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.
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
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.
The Latest
The executive, who was president and CEO of Bucherer USA, announced his departure via LinkedIn.
The single-owner sale features 61 lots, including several Oscar Heyman pieces.
Growing your Instagram following organically is more important than ever in today's technological environment.
The brand also launched its “Femme Bohème” collection filled with colorful gemstones representing “Mother Nature’s finest creations.”
Liz Fraccaro, a former legal consultant at the Antiquities Coalition, is the newest member of the JVC team.
The “Extraordinary Lovers” collection features engagement rings with enamel scenes inspired by art and mythology.
Supplier Spotlight Sponsored by GIA.
BIPOC designers can apply for a spot in the mentorship program’s third cohort until Oct. 8.
The luxury giant recently completed its acquisition of the Italian jewelry brand.
The Seymour & Evelyn Holtzman Bench Scholarship provides tuition help to aspiring bench jewelers.
Associate Editor Natalie Francisco highlights the best jewelry looks from the 76th Primetime Emmy Awards.
The lab will include reference numbers on reports for cultured pearls that contain bead nuclei embedded with an RFID tag.
Lilian Raji offers advice to a reader frustrated with the current state of their company’s website.
The actress shared her inspiration for the collection, insight into her personal style, and which jewels President Barbie would wear.
The giant gem originated from Karowe, the same mine that yielded a 2,492-carat rough diamond in late August.
Monishkumar Kirankumar Doshi Shah admitted to dodging customs duties on more than $13.5 million of jewelry imported into the U.S.
The new boutique is located on Madison Avenue.
The company’s fourth location worldwide will focus on its AI-powered gem document, the Gem Passport.
Its next event will take place in D.C. on Sept. 17 and in New York City on Oct. 29.
The artist opted for big yellow diamond earrings, a vintage chain, and white metals at the annual MTV awards show.
The Swiss watchmaker has created limited-edition timepieces for all 32 National Football League teams.
This carved jasper and yellow-diamond-eyed cat brooch from 1962 is the perfect accessory for Friday the 13th.
The jewelry giant said it expects to see an uptick in engagements in the second half of the year.
Sponsored by Gemological Institute of America
The brand is celebrating its upcoming 55th anniversary with modern designs that pay tribute to its history.
He, and other newly elected board members, will begin their terms in February.