Chocolate Branding is bittersweet

I remember when brownish diamonds were jewelry store rejects. Far inferior to the real thing: the bright sparklers that would set a guy back two-and-a-half paycheck cycles.

Not anymore.  We’ll apparently consume anything coated with rich,  succulent chocolate. Yes, Chocolate Diamonds are now the “it” stone of 2011. No longer relegated to second or third best,  the chocolate version is its own shining star in the world of diamondology–a fifth C (cut, clarity, carat color, chocolate), if you will.

Chocolates are less expensive than their white diamond cousins but they do contain the same hardness, brilliance and chemical content. We used to call these stones “Fancy diamonds,” until some branding geniuses changed the name and the game.

Near as anyone can tell, it started ten years ago when famous jewelry house Le Vian got the attention of Hollywood celebrities. The diamonds began appearing on red carpet A-listers like Halle Berry.  Le Vian changed the way people perceive these amber diamonds, boosting the appeal and the sexiness to must-have status. Today Le Vian brands their diamonds the Chocolatier Collection.

There are three new brand categories to choose from: Natural (more expensive),  Cultured (man-made), and Coated (most affordable).

My advice if you want to be dripping with chocolate:  If you have a craving for Godiva but have a Russell Stover budget, work with a trusted and reputable jeweler!

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