Food For Kings: A New Orleans Legend

Diamond Jim Moran, AKA James Brocato, son of Sicilian immigrants, was born in New Orleans in the late 1800s. He lost his father, at the young age of eight years old, from the New Orleans yellow fever epidemic. That led him to help support his mother by shining shoes to bring home extra income. He purchased his first diamond at the age of nine for five dollars.

One day, as he was shining shoes in front of La Louisiane, looking into the window, he saw people enjoying the fine food. When a customer flipped him a coin for the shoeshine, he believed and dreamed of one day of owning such a restaurant, not knowing it would be that establishment.

As a teenager, he befriended some local boxers and started to box at the local gymnasium. He changed his name to Jim Moran to keep his mother from discovering his new profession. One of his boxing friends was Pal Moran, a well-known New Orleans boxer. That maybe was the source of his name change.

Because of his savvy business dealings and his contacts where he shined shoes, he was able to buy the famous La Louisiane Restaurant on Iberville Street. That restaurant was famous all over the world. His Italian culinary delights were products of his wife’s cooking talents. Her foods included the largest, most delicious meatballs ever served in any New Orleans restaurant.

One day as she was making meatballs, she accidentally lost her diamond ring in the meat. When a female client chewed into the scrumptious ball, she discovered the ring and attempted to return it to Mr. Moran. His business mind immediately recognized the marketing angle. He gave the ring to the lady as a “surprise” gift. She was thrilled.

He went to the jewelry store and bought more diamond rings. Randomly, possibly for meals served to politicians, actresses and random customers, the diamond embedded meals became famous internationally.