Chocolate diamonds are simply brown diamonds that have been cleverly marketed by the Levian Corporation. While brown is the most common diamond color, Levian trademarked the term "chocolate diamond" and established criteria to select rare brown diamonds to brand and market as chocolate diamonds. This proved to be a phenomenally successful marketing scheme, despite brown being the most common diamond color, as it made these common diamonds more desirable and valuable.

1. A R E C H O C O L AT E D I A M O N D S R A R E ?
C R E AT E D B Y M A R K B R O N N E R

2. C H O C O L AT E D I A M O N D S A R E A T E R M T H AT P E O P L E A R E H E A R I N G M O R E
A N D M O R E A B O U T, B U T W H E R E E X A C T LY D O C H O C O L AT E D I A M O N D S
C O M E F R O M ? W E D O K N O W T H AT W I T H W I T H P I N K A N D Y E L L O W
D I A M O N D S , T H E Y T E N D T O B E R A R E A N D T H E Y A R E O F T E N S E E N T O B E
M O R E VA L U A B L E T H A N R E G U L A R D I A M O N D S .

3. T H AT S A I D D O C H O C O L AT E D I A M O N D S FA L L I N T H E S A M E
C AT E G O RY ? J E Z E B E L T O O K A D E E P E R L O O K I N T O T H I S T O S E E
E X A C T LY W H E R E C H O C O L AT E D I A M O N D S C O M E F R O M . A R E T H E Y
VA L U A B L E ? A R E T H E Y R A R E ? O R I S I T C L E V E R M A R K E T I N G ?

4. F O R S TA RT E R S , T H E T E R M “ C H O C O L AT E D I A M O N D ” C O M E S
F R O M T H E L E V I A N C O R P O R AT I O N .
L E V I A N T R A D E M A R K E D T H E T E R M A N D I T S E E M S T H AT I T S O R I G I N O R I G I N AT E D
W I T H E D D I E L E V I A N , T H E D E S I G N E R A N D C E O O F T H E L E V I A N C O R P O R AT I O N .
A C C O R D I N G T O E D D I E L E V I A N , C H O C O L AT E D I A M O N D S A R E A B R A N D O F
N AT U R A L FA N C Y C O L O R E D D I A M O N D S T H AT A R E C H O S E N F O R T H E I R R A R I T Y.

5. A S A C O M PA N Y, L E V I A N H A S A S P E C I F I C C R I T E R I A I N W H I C H T H E Y U S E T O
C H O O S E T H E A P P R O P R I AT E D I A M O N D S .

6. T H E D I A M O N D S
W E R E I N S P I R E D
B Y F R I E N D O F
T H E C O M PA N Y,
B I L L F U R M A N ’ S
PA S S I O N A N D
A D D I C T I O N T O
T H E A C T U A L
F O O D
C H O C O L AT E . I N
2 0 0 0 , L E V I A N
B R A N D E D
C H O C O L AT E
D I A M O N D S ,
A C H I E V I N G
R E G I S T R AT I O N
B Y 2 0 0 8 G I V I N G
I T A
W O R L D W I D E
B R A N D A P P E A L .

7. O N E T H I N G T H AT
S E E M S T O B E
M I S S I N G H E R E I S T H E
FA C T T H AT
“ C H O C O L AT E ”
D I A M O N D S A R E
S I M P LY “ B R O W N ”
D I A M O N D S A N D I N
FA C T, B R O W N
D I A M O N D S A R E T H E
M O S T C O M M O N
D I A M O N D S
AVA I L A B L E . S O I S
T H I S J U S T A C L E V E R
M A R K E T I N G
S C H E M E ?

8. J E Z E B E L S P O K E W I T H D R .
G E O R G E H A R L O W, W H O H A S
A B A C K G R O U N D I N
G E O L O G Y, S P E C I A L I Z I N G I N
M I N E R A L O G Y A N D
C RY S TA L L O G R A P H Y. D R .
H A R L O W C O N F I R M E D T H AT
B R O W N I S T H E M O S T
C O M M O N C O L O R W I T H
C O L O R L E S S B E I N G T H E
N E X T. I N A C T U A L I T Y, T H E
R A R E S T C O L O R S A R E
A C T U A L LY B L U E A N D R E D .
T R U E G R E E N S A L S O FA L L I N
T H E “ V E RY R A R E ”
C AT E G O RY. T H AT S A I D ,
M O S T D I A M O N D S A R E
B R O W N . A N D S I N C E
T H E Y ’ R E S E E N A S “ D I RT Y ”
A N D U N AT T R A C T I V E A N D
A R E S O C O M M O N , M A N Y
P E O P L E W E R E J U S T N O T
I N T E R E S T E D .

9. T H AT S A I D , I T ’ S B E E N E V I D E N T
T H AT L E V I A N C R E AT E D A
P H E N O M E N A L M A R K E T I N G S C H E M E
I N A N AT T E M P T T O M A R K E T A
C O M M O N D I A M O N D . I T S E E M S T O
B E W O R K I N G A S T H E Y ’ V E B E E N
W I L D LY S U C C E S S F U L .