Wednesday, December 17th, 2008 • 8 Comments on All I Want for Christmas Is… Chocolate Diamonds?
According to WikiAnswers:
Traditionally, the value and desirability of a diamond has been based on its cut, color, and clarity. The perception was that diamonds were most valuable when colorless, or at least were colorless or were a rare color such as a pink or blue. Diamonds that were common colors, such as brown, were deemed “low color diamonds” and viewed as less valuable.
Beginning in 2000, Le Vian created a campaign to brand certain brown diamonds it selected for a dark rich color (generally in the C4-C6 on the scale set by the mine from which brown diamonds are obtained range) as “Chocolate Diamonds.” Prior to that point, these diamonds were simply known as brown diamonds, low color diamonds, or C4-C6 colored diamonds.
Since that time, Le Vian has spent millions of dollars including by TV, radio, magazine, catalogs, billboards, brochures and letters. Le Vian’s Chocolate Diamonds brand of natural fancy color diamonds have been worn by over 100 Hollywood celebrities on the red carpet at award shows and movie premieres in the US and around the world.
So, basically, what were once just boring, brown, less valuable diamonds have been transformed—thanks to a large advertising budget and some creative thinking—into coveted “chocolate” diamonds. Am I the only one that thinks that’s a crock of… chocolate? (I’m guessing “shit” diamonds was probably axed as a suggestion early on.) Le Vian can keep their Chocolate Diamonds. I’d rather have the real stuff.
Seriously, are people (women) really this gullible?