Jewelers, be on the lookout for more competition for discretionary income … from a chocolatier. According to a recent report in the Wall Street Journal, Godiva is “reinventing its brand” from a candy positioned as a gift to an indulgent treat ideal for divas.

In an effort to attract more women under age 35, Godiva’s latest message is “You only live once.” New ads bold the letters D-I-V-A in “Godiva,” while G-O is lighter in color. Said Jacqueline Lenart, vice president of marketing at Godiva North America to the WSJ: “Inside every female is a diva.”