Month: October 2015

The Inside Story of Le Vian Chocolate Diamonds®

YQQP 74Most likely, you have seen the television commercials and magazine ads touting the delicious beauty of Chocolate Diamonds® but do you know where they originate? What makes a brown diamond a Chocolate Diamond®? And why are they called Chocolate Diamonds®? Only one company in the world makes jewelry with Chocolate Diamonds®and that company is the Le Vian Corporation.

Learn more about Chocolate Diamonds:

The story begins at the start of the new millennium when Eddie LeVian, designer and CEO, caught a glimpse at the limited quantity of rare, natural, fancy color pink and brown diamonds that were coming out of the Argyle mine in the remote reaches of Australia. It was no surprise that the rarity of the pinks was quickly recognized; earning six and seven figure price achievements. The rare brown diamonds, however, were undervalued. “We believe this was mainly due to the bad rap brown diamonds have received for being ‘off color’ or of lesser value,” tells LeVian. “It’s a common misconception in the industry.”

While all diamonds mined offer an abundant range of hues and clarity, Le Vian® chose as its mission, to search through the highest quality natural fancy color brown diamonds, the top 5% percent, to selectively procure – and brand – the diamonds that met the company’s exacting standards: C4-C7 color range; SI or higher clarity (eye clean); cut to Le Vian®’s standards; and responsibly sourced by Le Vian®. The fact that the diamonds were found in mainly one mine in Australia was attractive to Le Vian®. The diamonds were also in harmony with Le Vian®’s efforts in establishing the fashion of fine jewelry with its annual trend forecast and fashion show, which aimed to bring fashion to the diamond and jewelry industry.

Why are they called Chocolate Diamonds®? The answer to the naming of these rare beauties has also been misinterpreted. Eddie LeVian sets the record straight. “A friend of mine named Bill would call on me after work to chit chat, many times bearing gourmet organic artisan dark chocolate. He touted the magical qualities and health benefits of chocolate if consumed regularly. I became a proud chocoholic!” It is this – the understanding of the aphrodisiac qualities of chocolate (the food), the obsession and addiction to chocolate that millions enjoy – that inspired Le Vian® to brand its natural fancy diamonds as Chocolate Diamonds®, not their color.

MELI 1010

Eventually, 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 Corporation. In 2014, the brand became incontestable. Today, the brand continues to rise in popularity as one million strong Le Vian® followers – a collector base that includes royalty, celebrities, socialites and everyday people – have started to appreciate the newest innovative combinations of colors of diamonds, gems and gold in vastly differentiated designs.

Le Vian®’s rising successes and innovations have been met by some who continue to try to discredit Chocolate Diamonds® by holding on to the misconceptions that these are common diamonds, while the reality is that on the entire planet, the production of 20 point or larger Chocolate Diamonds® is at less than 30,000 carats per year, thousands of times rarer than the white diamonds.

The consumer has shown its understanding of the rarity of these fancy color diamonds, with demand at record highs. 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.

About Le Vian®
Learn more about Le Vian:

Le Vian® is the jeweler (turned luxury brand) of today and tomorrow, leading the fine jewelry industry on a path to trendsetting stardom with innovative design concepts and deliciously flavored exotic gemstones and diamonds, each revealed in the company’s Red Carpet Revue Trend Forecast held each year in Las Vegas. Le Vian®’s historic journey in fine jewelry spans centuries with ties to ancient royalty, its American roots planted in the 1950s. Today, Le Vian® is the fashion couture fine jeweler of choice, expertly crafting a perfect union between high style fashion trend forecasting with glamorous handmade fine jewelry designs using rare diamonds and gems. Le Vian® attributes its meteoric rise in fine jewelry to its deep passion for finding the most beautiful gems in the world and designing the most innovative, unique looks that bring those gems to life. This sweet combination has resulted in hundreds of red carpet moments each year for many of Hollywood’s hottest celebrities who choose Le Vian®’s distinctive jewelry and over one million collectors worldwide who crave Le Vian®’s newest trend setting designs.

To see the 2016 Red Carpet Revue video:

To view Eddie LeVian’s celebrity blog:

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Diamonds Tell A Woman She’s Worth It — That’s What We Should Sell

diamond-is-foreverBy Ayalla Joseph (Article by GEMKonnect)

Many years ago, when I was ‘on the road’, selling loose diamonds to some of the finest retail stores in the US, I came to the realisation that it did not matter how well designed the store was or how well lit the showcases were — if the sales staff didn’t understand what they were selling, they couldn’t do it with confidence.

So, together with a work colleague who was not only particularly persuasive but a natural-born showman, we devised sales training seminars aimed at educating and motivating staff.  Sales of our diamonds grew.  At the time, we were quite revolutionary in our approach. Today it’s a given that brands train staff to sell their product. So why am I telling you this? Because our introduction was to emphasise how rare diamonds are, to talk of their history and romantic powers.

Today I look back and ask myself, how I could call a diamond rare? There are hundreds of thousands of jewellery stores worldwide.  In every mall, there are a few stores exhibiting tens, sometimes hundreds, of diamond jewellery items in the window, often with slashed prices, aimed at catching the consumer’s eye……

Read More – Here


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Gunjan Jain of Diamond World announcing the NCDIA India Panel at GIA, India Laboratory

Natural coloured diamonds have their own charm and fascinate everyone who comes under their spell. These miracles of nature are not only rare but also are renowned for their beauty across the globe. Be it royalties or Hollywood celebs like Jennifer Lopez, Heidi Klum, Victoria Beckham, they all have been fascinated by the natural coloured diamonds.

NCDIA had organised a seminar on ‘Entering the World of Natural Coloured Diamonds’ at GIA, Mumbai. The not-for-profit association believes that the more gem and jewellery industry knows about Natural Colour Diamonds, the better equipped it will be to introduce them to the potential consumers.

The panelists at the seminar included Yogendra Sethi, a renowned jewellery designer and an artist; Darshit Hirani, Partner, P. Hirani and; Mathew Hall, GIA, Inc. The seminar was moderated by Gunjan Jain from Diamond World magazine.

The packed hall seminar was attended by the manufacturers, jewellers, designers from the gem and jewellery industry. Speaking on demand comparison of coloured diamonds v/s colourless diamonds, Yogendra Sethi said “Though the industry is mainly ruled by the white diamonds, there is demand for coloured diamonds. But the quantum of demand is quite low due to lack of awareness amongst the buyers.”

Mathew Hall (GIA), Darshit Hirani (P.Hirani), Yogendra Sethi (Manak)

Adding further, Darshit Hirani said “Buyers, especially in India, still look at coloured diamonds as gemstones. So, there is need to create understanding about these beauties.” In regards a specific colour, Darshit added “As far as colours are concerned, green is well accepted in Asian markets while pink, as it is one of rarest colour, has got demand in China and the U.S.”

Mathew Hall insisted on buying only certified goods. He emphasized on the certification of natural diamonds either by GIA or any other established certifying authority.

Darshit Hirani said “Buyers, especially in India, still look at coloured diamonds as gemstones. So, there is need to create understanding about these beauties.”

Argyle pink diamond has always been the centre of attraction. However, a drastic supply shortage is due to occur in 2020 with the closure of the Argyle mine, as per the reports. Even price of pink diamonds has gone up twice in the recent times, while price of yellow diamonds have not appreciated well. The seminar concluded on a note that the coloured diamonds are certainly at par with the colourless diamonds but awareness is needed to boost the demand.

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Pink Diamonds and the “I” Question


NCDIA Pink Event: Gary Roskin (ICA), Wuyi Wang (GIA, Inc), Thomas Gelb (NCDIA) , Josephine Johnson (Argyle Pink Diamonds), Alan Bronstein (Aurora Gems) Image Courtesy of Chad Johnson (Cromart Lab)

By Rob Bates of JCK Magazine

Last week, the Argyle pink tender rolled into town. Which once again brings up the “I” word—investment.

On paper, pink diamonds certainly seem like—and are sometimes touted as—a great investment. For one, they are extremely rare. Speaking at a Natural Colored Diamond Association panel last week, the group’s educational director Thomas Gelb said that just 0.15 percent of the diamonds submitted to the GIA lab are pink. The Argyle mine, which accounts for 90 percent of new pink diamond production and is the only consistent source, will close up shop in five years. According to Argyle Pink Diamonds manager Josephine Johnson, the prices of tender stones have appreciated by double digits over the past 10 years, behaving more like fine art than regular diamonds. After the 2008 financial crisis, when the price of just about everything (including white diamonds) plummeted, the Argyle tender enjoyed some of its best prices ever, presumably because buyers were seeking hard assets.

Yet, like those supply-demand charts we see for non-fancy diamonds, this logical investment thesis doesn’t always comport with reality. Even Johnson says: “We would not say, ‘Invest in these.’ ”

Veteran colored diamond dealer Alan Bronstein says that only a small number of fancy colored diamonds have the potential to appreciate, and even that limited subset can take years, sometimes decades, to show movement.
Further, even if they are an appreciating asset, they aren’t a particularly liquid one. Few people have the resources, and fewer still the inclination, to spend large amounts on such little rocks.

“It is more like collecting fine art,” says Johnson. “It is really a connoisseur’s market.”

“There isn’t broad appeal,” adds Bronstein. “Who do you sell to if you need the money? How many people can afford a $50 million diamond? If a billionaire buys that stone, it means they are spending 5 percent of their net worth on it.”

Take the 59.6 ct. Pink Star. In November 2013, it sold for a record-setting $83 million. But that sale was canceled, and Sotheby’s took the diamond into its inventory, saying it has “great confidence in its rarity and quality.” It doesn’t appear to have sold it.

There are fancy colored diamond collectors, sometimes with impressive holdings, but they are even rarer than the stones themselves. “In 35 years of doing this, I have met maybe four or five collectors,” says Bronstein.

And of course, the diamonds are hard to value. There is no Rap list for pinks. They are too rare.

“Even with our most seasoned tender bidders, who have been coming for years and years, we still see quite a spread of bids,” says Johnson. “We are surprised every year.”

While Argyle offers (secret) reference prices for the stones, even it finds valuing them tricky.

“We do our best to find similar reference stones in history,” Johnson says. “But you are only looking at a couple of stones. Often there is not a lot of relationship between their pricing.”

None of this means people shouldn’t buy fancy colored diamonds; they are the some of the most beautiful gems out there. But Bronstein says that buyers must conduct due diligence—or better yet, buy them because they offer a different kind of dividend.

“I would never buy something that I didn’t find extraordinarily beautiful,” he says. “It has to be a personal experience. People need to find the diamond that connects with them, that they can wear and enjoy and find really special.”

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