CHARLES & COLVARD ANNOUNCES STRATEGIC SHIFT WITHIN ITS TRADITIONAL BUSINESS SEGMENT; LAUNCHES CHARLESANDCOLVARDDIRECT.COM
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~ Charles & Colvard, Ltd., a renowned fine jewelry company known for its lab-created gems, has recently announced the launch of its new digital B2B trade-portal, charlesandcolvarddirect.com. This move marks a significant shift away from the company's current distributor model and will allow independent jewelers and retailers to purchase loose gems directly from the company for the first time in its nearly three-decade history.

According to Don O'Connell, President and CEO of Charles & Colvard, this new portal, called Charles & Colvard Direct, is expected to be a game-changer for the company. "We are excited to formally announce the launch of Charles & Colvard Direct, which we believe will be a catalyst for future growth based on this significant shift in our traditional business model," he stated.

The self-service portal will offer approved Charles & Colvard Direct retailers and independent jewelers access to the full catalog of the company's premium brand of moissanite gems, Forever One™. It will also feature their newest gemstone brand, Forever Bright™ moissanite.

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O'Connell acknowledged the challenges faced by independent jewelers and retailers in today's market where there is downward pricing pressure on gems. "By cutting out the middleman and selling directly to these businesses, we can offer better prices on our gems," he explained. This move aims to support independent businesses while maintaining brand integrity in an industry that is often plagued with misinformation and counterfeit products.

The Company's new offering for price-conscious consumers is Forever Bright™ moissanite, which will replace Moissanite by Charles & Colvard®. While these gems are generally invisible to the naked eye, magnifying them may reveal slight imperfections in cut, clarity or polish. However, they still maintain exceptional quality standards synonymous with the Charles & Colvard brand. O'Connell added that Forever Bright™ competes with foreign-developed moissanite in terms of cost, but with the added assurance of quality.

To learn more about Charles & Colvard Direct and their products, interested parties can visit www.charlesandcolvarddirect.com. This new digital trade-portal is expected to revolutionize the way independent jewelers and retailers purchase gems, providing them with direct access to high-quality, lab-created gems at competitive prices.
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