Narrator: That's Eddie LeVian. He's the CEO of Le Vian Corp. Le Vian trademarked the name Chocolate Diamonds in 2000, giving it a monopoly on the market for these particularly named brown diamonds.

Narrator: That's Eddie LeVian. He's the CEO of Le Vian Corp. Le Vian trademarked the name Chocolate Diamonds in 2000, giving it a monopoly on the market for these particularly named brown diamonds.

In 2000, jewelry company Le Vian capitalized on the underappreciated naturally brown diamonds by trademarking the name Chocolate Diamonds. Soon after this rebranding, Chocolate Diamonds took off.