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Merchandising Musts—Are You Ready to Sell Charles & Colvard Created Moissanite®?

You’ve taken the first step—you’ve decided to sell Charles & Colvard Created Moissanite® in your store. Congratulations! You’re on your way to building some meaningful relationships—not only with your customers, but also with a fabulous product. 

Moissanite, born of the stars and lab-grown in the U.S.A., is enjoying newfound popularity. With the introduction of near-colorless Forever One™, growing consumer interest in ethically sourced diamond alternatives and a higher profit margin than diamonds, it’s easier than ever to create a moissanite profit center for your store. Here are some tips for getting ready to sell.

1. Know Your Product’s Benefits

The fire and brilliance of Charles & Colvard Created Moissanite is something your customers can see with the naked eye. As a jeweler, you need to know that the technical superiority of the product is evident by its:

  • High refractive index (2.65-2.69), offering exceptional brilliance. 
  • Dispersion of 0.104, showing an incredible color spectrum.
  • MOHS Scale rating of 9.25—second only to diamond and greater than sapphire and ruby—giving moissanite excellent toughness and making it perfect for daily wear, resistant to scratches, abrasion, breaking and chipping.

What’s more, Charles & Colvard’s limited lifetime warranty protects against damage to the stone and any changes in color, clarity or brilliance for stones 4mm in size or larger.

2. Stock Loose Gemstones and Finished Goods

We recommend stocking an assortment of loose gemstones and finished product in Forever One™. This grade of Charles & Colvard Created Moissanite is icy in color and available in color grades D-E-F and G-H-I, based on using the GIA color grading scale.

Since moissanite weighs less than a diamond and carat weight is exactly that—a weight measurement—Charles & Colvard Created Moissanite is sold by millimeter size. For example, a one-carat round brilliant diamond will weigh one carat and have a circumference of 6.5mm, while a round brilliant moissanite gemstone with the same circumference will weigh .88-carat (DEW—diamond equivalent weight). 

Retailers should keep a tray of loose moissanite gemstones in-stock and in-case in the most popular cuts and sizes that suit your market such as round briliants, ranging from 5mm (.50 DEW) to 12mm (6.13 DEW).  For finished product, the basics will give your customers options – we suggest including stud earrings, solitaire pendant necklaces and an assortment of beautiful engagement rings. Of course, moissanite can be set into a semi-mount, whether it is manufactured in 14 or 18K gold, or platinum.


3. Offer an Assortment of Moissanite Cuts 

Cut to enhance peak optical performance, the exceptional brilliance of Charles & Colvard Created Moissanite is the result of faceting the ideal dimensions of each individual gem. This allows light to enter the gem and return maximum light to the eye. Charles & Colvard also offers an exceptional assortment of rounds and fancy-cut Forever One shapes including Asscher, cushion, emerald, oval and square brilliant.

Loose and finished goods are available from a number of Charles & Colvard distribution partners in the United States including Stuller ( and Rio Grande ( For a complete list, please visit:


4. Sight Unseen Is Never Seen

To sell Charles & Colvard Created Moissanite successfully, it’s important to give your customers the option of seeing it first-hand. Where engagement rings are concerned, one Charles & Colvard retailer places a diamond and a moissanite of the same millimeter size side by side and lets the customers decide which they think is more brilliant (moissanite usually wins). 

There are as many reasons to show moissanite as there are customers. Some may want the look of a large stone but can’t afford that diamond. Others may want a “green” product—a brilliant gem that doesn’t hurt the earth or others who inhabit the planet.

Focus on moissanite sales now. Don’t be left out in the cold when others—including consumers—are warming up to moissanite!


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