Earlier quoted context omitted.
I was absolutely floored when I started seeing advertisements for 'chocolate' diamonds a few years back, and even more floored that people I knew just HAD to have them. I had dealt with 'chocolate' diamonds for years, I currently have hundreds in my wood shop! My father works as a machinist, and brown, low-quality diamonds are their abrasive of choice for many jobs. They're (or rather, they were) super cheap because…
Just look at the mania for wearing torn jeans.
Chocolate diamonds are a direct contradiction of regular diamond marketing. If you go to great lengths to talk about how important clarity is when justifying your diamonds' prices, it's particularly silly when you start selling the least clear diamonds possible.