Research Triangle Park, North Carolina — Charles & Colvard unveils its latest venture with the launch of an innovative online business-to-business portal dedicated to moissanite. This strategic move marks a departure from its traditional distribution model, which relied heavily on large distributors to reach retailers.
The newly introduced portal signifies a milestone as it enables select independent jewelers and retailers to procure loose gems directly from the company for the first time in its history.
Don O’Connell, President, and CEO of Charles & Colvard, expressed enthusiasm about the launch, stating, “We are thrilled to announce the formal debut of Charles & Colvard Direct, a move we believe will ignite future growth by fundamentally altering our company’s conventional business model.”
Approved retailers gain access to an extensive catalog of moissanite gems through the portal, including the renowned “Forever One” brand and the newly introduced “Forever Bright” brand.
Positioned as the replacement for “Moissanite by Charles & Colvard,” Forever Bright caters to price-conscious consumers, offering stones with minimal imperfections in cut, clarity, or polish, imperceptible to the naked eye.
Despite its competitive pricing akin to foreign-developed moissanite, the “Forever Bright” line upholds Charles & Colvard’s hallmark quality standards.
O’Connell emphasized the company’s commitment to supporting independent jewelers and retailers amidst the prevailing downward pricing pressure on gems. “By circumventing intermediaries and directly engaging with these businesses, we aim to offer competitive pricing on our gems, thereby bolstering independents while safeguarding brand integrity in an environment rife with misinformation, spurious grading claims, and counterfeit moissanite,” he added.
Established approximately three decades ago, Charles & Colvard initially gained recognition for its created moissanite and has since diversified its portfolio to include lab-grown diamonds and gemstones.
The dedicated website exclusively features moissanite offerings, encompassing a range of unique cuts and melee options, reflecting the company’s unwavering commitment to innovation and excellence in the moissanite industry.
