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RAPAPORT... Moissanite creator Charles & Colvard Ltd. reached out to potential customers with a new campaign meant to draw attention to its affordable, authentic fine jewelry by touting the brand's Forever Brilliant collection. Charles & Colvard has expanded its retail partnerships this year to include Amazon, Kohl's, Helzberg and Zale. "Our strategy is to establish reputable, high-quality, sophisticated brands as affordable, luxurious alternatives to other gemstones, and moissanite -- available at about one-tenth the price of diamond -- has earned its place as the ideal alternative to diamonds," said Randy McCullough, the president of Charles & Colvard. "Forever Brilliant is so white and brilliant that many of the better jewelers, with the unaided eye, are unable to distinguish them from diamonds." The campaign draws a parallel between the $20 knockoff handbag and an authentic, well-made $2,500 purchase. Since it is easy to tell a real handbag from the knockoff, the same may be said for most jewelry, according to Charles & Colvard. The company is the exclusive source for Forever Brilliant, the signature moissanite line, which is designed to provide the ultimate experience in affordable luxury jewelry, according to the firm.
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