For centuries, brown diamonds were cheap. They were typically low in quality and had lots of imperfections. So jewelers didn't want them, especially when they could use brighter pink, blue ...

For centuries, brown diamonds were cheap. They were typically low in quality and had lots of imperfections. So jewelers didn't want them, especially when they could use brighter pink, blue ...

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.