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  • - [Narrator] Rihanna wore a $130,000 Chocolate Diamond

  • necklace to the 2018 Grammys.

  • And these Chocolate Diamond earrings that J-Lo likes

  • to borrow: just over $16,000,

  • but it wasn't that long ago

  • when brown diamonds would have never made the red carpet,

  • selling for six times less than they do today.

  • So what changed?

  • Why are Chocolate Diamonds so expensive?

  • Diamonds get their color by how they're formed,

  • whether it was a different element that got pulled

  • into the carbon structure.

  • Like boron, which gives diamonds a beautiful blue hue,

  • or maybe it was close to a natural source

  • of radiation, making them appear green.

  • Whatever the reason, diamonds come in a rainbow of bright,

  • beautiful colors, and then there are brown diamonds.

  • 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, or yellow diamonds.

  • Instead, brown diamonds were used as tools to drill through

  • rocks and cut glass.

  • But in 1986, Argyle Mine opened.

  • Today, it produces more diamonds than any other mine

  • in the world.

  • Most of them being brown diamonds.

  • And while it's been said that the quality of Argyle stones

  • is not equal to their quantity,

  • companies have still managed to find a market.

  • One company in particular being Le Vian Corp.

  • - We found these beautiful, natural fancy color brown

  • diamonds that were coming out of the Argyle Mine

  • of Australia that were quite underappreciated.

  • - [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.

  • Soon after this rebranding, Chocolate Diamonds took off.

  • Google searches for "Chocolate Diamond" went

  • from virtually zero in 2007 to 400,000 in 2014.

  • And the more popular they became,

  • the more value they earned.

  • - The price of Chocolate Diamonds has risen

  • more than

  • three-fold in this period of time.

  • - [Narrator] In the '80s and '90s,

  • gem-quality brown diamonds

  • were worth about $1,500 per carat, but now many sell

  • for up to $10,000 per carat.

  • And the price of larger stones has risen

  • even more, by as much 25 times.

  • Le Vian isn't the only company that has tried

  • to rebrand brown diamonds.

  • Jewelers like Zales have called them other names like

  • Champagne, Cognac, and Cappuccino,

  • but Chocolate was the name that really took hold.

  • Given its success, we asked Eddie how the name came about.

  • - The name of Chocolate many people think, "Oh, yeah

  • because these are brown, so they put chocolate,"

  • but the reality was there was a friend of mine, Bill Furman,

  • who used to come every day after work and visit me,

  • and he would always bring me artisan chocolates,

  • and he would always talk about the special powers

  • of chocolate, how it's health benefits,

  • how it's an aphrodisiac,

  • and I started to understand

  • how chocoholics are passionate

  • to the food chocolate.

  • And so when we did the branding of Chocolate Diamonds,

  • we really intended to tie in

  • to the passion that people have,

  • the obsession that people have to the food chocolate.

  • - [Narrator] Le Vian says just four percent

  • of brown diamonds meet its criteria.

  • The diamond needs to fall within a specific shape

  • between C-4 and C-6 on the industry's color scale.

  • So more like a milk rather than a dark chocolate.

  • Once the right stones are ready, it's time to make jewelry,

  • which ups the total cost.

  • To get a closer look, we visited

  • the jewelry company Suna Bros of NYC.

  • - Many years ago, diamond cutters began to experiment

  • with different ways of placing the facets on these diamonds

  • so that they didn't appear overly dark, and it allowed light

  • to penetrate and reflect back,

  • which gave all of these wonderful sensations.

  • - [Narrator] But Chocolate Diamonds may become harder

  • to come by in the near future.

  • There's been talk that Argyle Mine

  • is running out of diamonds.

  • However, John doesn't think that will stand

  • in the way of their growing popularity.

  • - It would seem even at a point where Argyle may no longer

  • be mining, that the groundwork has been laid,

  • that the interest in a range of colored diamonds now exists,

  • and certainly that for brown diamonds

  • I think will sustain and probably only grow more.

- [Narrator] Rihanna wore a $130,000 Chocolate Diamond

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チョコレートダイヤモンドはなぜ高価なのか|高価な理由 (Why Chocolate Diamonds Are So Expensive | So Expensive)

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    PENG に公開 2021 年 01 月 14 日
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