A brown diamond is rare, but to many, they are less appealing than the traditional clear sparkling gems. In a marketing move that is as brilliant as the stone itself, LeVian jewelers branded their darker-toned diamonds as “chocolate diamonds.” To go even further, they partnered with Godiva chocolates and now offer The Godiva Truffle, the Strawberry Heart, and the Ganache Heart all adorned with the golden gems. Dazzling!
Two takeaways from this innovative partnership: 1) LeVian capitalized on the rarity of the dark color to turn a potential negative into a strength, and 2) while jewelry and chocolates are often given together as gifts, they are usually separate items. Kudos to the person who thought to combine them into one more appealing package.
I have said this before but think broadly when considering potential collaborators. A luxury food company may not see a diamond miner as a likely union, but the pairing may turn out to sparkle for both of them.
