RESEARCH TRIANGLE PARK, N.C.,
April 2, 2024 /PRNewswire/
-- Charles & Colvard, Ltd. (Nasdaq: CTHR) (the "Company"),
a globally recognized fine jewelry company specializing in
lab-created Made, Not Mined™ gems, is proud to unveil its new
digital B2B trade-portal, charlesandcolvarddirect.com. This portal
will support the Company's significant shift away from its current
distributor model, creating a pathway for tens of thousands of
independent jewelers and retailers to purchase its loose gems
directly from the Company for the first time in its
nearly three-decade history.
"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 Company's traditional
business model," said Don O'Connell,
President and CEO of Charles & Colvard.
Approved Charles & Colvard Direct retailers and independent
jewelers can now browse and purchase the full catalog of Charles
& Colvard's premium brand of moissanite gems, Forever One™,
along with the Company's newest gemstone brand, Forever Bright™
moissanite, on the self-service portal.
"We understand the challenges faced by independent jewelers and
retailers to remain competitive in the face of downward pricing
pressure on gems in the current environment," said O'Connell. "By
cutting out the middleman and selling directly to these businesses,
we can offer better prices on our gems, supporting the independents
and maintaining brand integrity in a market saturated with
misinformation, false grading claims and counterfeit moissanite,"
O'Connell concluded.
Forever Bright™ will replace Moissanite by Charles &
Colvard® as the Company's offering for the
price-conscious consumer. While generally invisible to the naked
eye, magnifying these gems may reveal ever-slight cut, clarity, or
polish imperfections. Forever Bright™ competes with the cost of
foreign-developed moissanite while maintaining exceptional quality
standards synonymous with the Charles & Colvard brand. To
learn more about Charles & Colvard Direct visit
www.charlesandcolvarddirect.com.
About Charles & Colvard, Ltd.
Charles &
Colvard, Ltd. (Nasdaq: CTHR) believes that fine jewelry should be
as ethical as it is exquisite. Charles & Colvard is the
original creator of lab grown moissanite (a rare gemstone formed
from silicon carbide). The Company brings revolutionary gems and
fine jewelry to market by using exclusively Made, not
Mined™ above ground gemstones and a dedication to 100%
recycled precious metals. The Company's Forever One™ moissanite and
Caydia® lab grown diamond brands provide
exceptional quality, incredible value and a conscious approach to
bridal, high fashion, and everyday jewelry. Charles & Colvard
was founded in 1995 and is based in North
Carolina's Research Triangle
Park region. For more information, please visit
www.charlesandcolvard.com.
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SOURCE Charles & Colvard, Ltd.
