Le Vian Jewellery presented their collection of the famous Chocolate Diamonds along with some other finest gems. The new collection was showcased at Westfield Stratford and it was the very first time the brand has held a fashion show in the UK. Le Vian worked alongside with the London HOUSE Studio’s team that provided them with models, talented hair stylists and make up artists from Paris and London.
About Le Vian
Le Vian is a luxury jeweller brand that creates innovative design concepts, and exotic gemstones leading the fine jewellery industry on a path to trendsetting stardom. Le Vian’s journey in fine jewellery spans centuries with ties to ancient royalty, its American roots from the 1950s. Today, Le Vian is the fashion couture fine jeweller that creates glamorous handmade fine jewellery designs using rare diamonds and gems. Le Vian Corporation is the only company in the world that works with these finest Chocolate Diamonds.
The story of the Chocolate Diamonds
The story begins in the early noughties when Eddie LeVian – the head designer and CEO of the brand – caught a glimpse at the limited quantity of rare, natural, fancy color pink and brown diamonds that were coming out of the Argyle mine in the remote reaches of Australia. It was no surprise that the rarity of the pinks was quickly recognized; earning six and seven figure price achievements. The rare brown diamonds, however, were undervalued.
“We believe this was mainly due to the bad rap brown diamonds have received for being ‘off color’ or of lesser value,” tells LeVian. “It’s a common misconception in the industry.”
The company’s mission
LeVian’s passion for searching the rarest gems brought the company to its main mission – to search through the highest quality natural fancy color brown diamonds, the top 5% percent, to selectively procure – and brand – the diamonds that met the company’s exacting standards. The fact that the diamonds were found in mainly one mine in Australia was attractive to Le Vian. The corporation has now established its annual trend forecast and fashion show aimed to make a stronger relationship between fashion and the diamond / jewellery industry.
Why are they called Chocolate?
While many misinterpret the name of the diamonds supposing that they are called Chocolate due to their colour, Eddie LeVian sets the record straight:
“A friend of mine named Bill would call on me after work to chit chat, many times bearing gourmet organic artisan dark chocolate. He touted the magical qualities and health benefits of chocolate if consumed regularly. I became a proud chocoholic!” It is this – the understanding of the aphrodisiac qualities of chocolate (the food), the obsession and addiction to chocolate that millions enjoy – that inspired Le Vian to brand its natural fancy diamonds as Chocolate Diamonds, not their color.
LeVian customers and collectors include royalty, celebrities, socialites and many others who appreciate the newest innovative combinations of colors of diamonds, gems and gold in vastly differentiated designs. Hundreds of Red Carpet moments have featured LeVian jewellery worn by Hollywood’s hottest celebrities. Innovative designs are officially revealed during the company’s Red Carpet Revue Trend Forecast held each year in Las Vegas. This time the brand decided to expand into the UK market presenting its latest collection in London.
Take a look at the backstage photographs taken by Adrenus Craton.
Watch the short film by Jed Darlington-Roberts shot backstage of the show.
Photographs: Adrenus Craton
Film: Jed Darlington-Roberts
Models: Novelmodels Elite
Special thanks to the London H.O.U.S.E. Studio