SPONSORED CONTENTSave That Sale!The big and bold look today’s consumers want may be out of range. But Charles & Colvard Created Moissanite® offers more fire and brilliance—at a fraction of the cost.Today’s consumer is presented with plenty of alternatives to traditional diamonds. But few offer the brilliance, clarity, durability, fire—and price points—of Charles & Colvard Created Moissanite®.As a jeweler, you should know that the popularity of moissanite is growing. Buoyed by consumer preferences for Fair Trade diamonds and gemstones, today’s moissanite offers your customers a truly luxurious eco-friendly gemstone at a fraction of the price. Your customers get the size and “wow” factor they desire in a lab-grown gemstone. You get better margins and an incredible selection of moissanite grades, sizes and cuts.So, the question is: Why lose a sale when you don’t have to? Make moissanite a part of your store’s offerings and watch the sales roll in!Imagine this: A couple comes into your store looking for a diamond engagement ring. They’re thinking of a one-and-a-half carat stone that will look as good as all of the celebrity rings the bride-to-be has seen in magazines and on social media. Problem is: They’ve got a budget. You can bring out the few small diamonds they can afford, but chances are they’re going to be disappointed. “Maybe,” the groom-to-be says, “we’ll look online.”In this situation, which takes place regularly in jewelry stores across America, you can’t let them walk out the door. You can call your diamond supplier and beg for a deal, giving yourself an even thinner margin for a still-small stone. Or, you can put a box of Charles & Colvard Created Moissanite sample stones or a ring display filled with jewelry basics set with Charles & Colvard moissanite on the counter and ask one simple question, “have you ever heard of moissanite?” Better still: why not try the “diamond versus moissanite” test? Lynne Armstrong-Ramirez and her husband, Andy Ramirez, own LARC Jewels, a custom jewelry salon in Dallas. When a client is undecided about what to buy, she’ll put a diamond and a moissanite gemstone side-by-side in front of her customers and let them decide which is more beautiful. Which one does the customer prefer? “Always the moissanite!” says Armstrong-Ramirez.The brilliance and light of moissanite is hard to resist. Charles & Colvard’s Forever One™ brand of colorless and near-colorless moissanite has been a game changer for the industry, offering the gemstone’s exceptional fire with the transparency of a D-E-F or G-H-I diamond. These color grades are based on the Gemological Institute of America’s diamond color grading scale.Of course, as a retail jeweler, you may never have considered any diamond alternatives. But the times, as the song says, they are a changin’. Don’t be daunted—moissanite is much, much more than merely a diamond alternative. Discovered in a meteorite in 1893, this incredibly rare mineral has been re-created in a lab in gemstone quality after centuries of research and over two decades of refining its production process. Charles & Colvard produces two grades of moissanite in its North Carolina laboratories, all cut to perfection and available in a variety of sizes and shapes. With higher refractive index and brilliance ratings than diamond and a Mohs-scale grade second only to diamond, Charles & Colvard Created Moissanite fits the bill for your customers who want the size, brilliance and fire of a top quality diamond—at an average of one tenth of the price.Loose and finished Charles & Colvard Created Moissanite is available through leading distributors including Stuller and Rio Grande. For a complete list, visit charlesandcolvard.com/authorized-distributors.The new princess-cut Charles & Colvard Created Moissanite was introduced at this summer’s Las Vegas shows.