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McCullough: 'Forever Brilliant' is Ideal Alternative to Diamonds

Charles & Colvard Ltd. reached out to potential customers with a new campaign.
Dec 10, 2013 11:58 AM   By Jeff Miller
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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.forever brilliant

"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.

Tags: campaigns, Charles & Colvard, forever brilliant, Jeff Miller, marketing, moissanite
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