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Le Vian Celebrates 25th anniversary of Chocolate Diamonds December 15, 2025 (0 comments)
New York, NY--This year Le Vian celebrates the 25th anniversary of its iconic Chocolate Diamonds, brown diamonds that the brand introduced and transformed into a global luxury phenomenon.
When the current generation of the LeVian family took the reins in 2000, they set out to rewrite the rules of luxury by moving the craft beyond checklists into artistry, meaning and creativity. In doing so, they reimagined what had been an overlooked natural diamond and transformed it into Chocolate Diamonds, which is now a globally recognized.
Over the past 25 years, Chocolate Diamonds have become:
- Worn by icons such as Rihanna, J Lo, Taylor Swift, Jessica Chastain and Katy Perry
- A major retail success with roughly 43% brand recognition among American adults and a category valued at approximately $500 million annually
- A certified marker of quality and ethical sourcing, with each stone required to be natural in color, untreated, SI clarity or better, flawless in surface, free from green or gray undertones, and verified by GIA, IGI, or GSI; supported by responsible sourcing audits through the Responsible Jewellery Council
- A cultural movement reaffirmed this year as De Beers’ desert inspired campaign highlights Le Vian’s Chocolate Diamonds® and Chocolate Ombré jewelry
As Le Vian celebrates this milestone, the anniversary reflects not only the legacy of an iconic category but the story of how the brand reshaped modern luxury and inspired millions to collect jewelry with meaning.