Connect with us

Selling Moissanite: Seeing Is Believing

Published

on

Selling Moissanite: Seeing Is Believing

SELLING MOISSANITE:

SEEING IS BELIEVING

An In-Person Look at This Ethically Sourced
Gemstone Is a Vital Step in Making the Sale


Selling Moissanite: Seeing Is Believing
Sam Delijani &
Maggie Moore

Owners, deBebians Fine Jewelry in Los Angeles, CA


M

oissanite’s story is amazing:
A wonderfully sexy product that has all of the beauty, allure and rarity of diamonds — without the messy parts. But according to new research, showing a potential customer the gem is all that’s needed to make the sale.

The research, presented by Charles & Colvard’s research agency, Thirdside Solutions, shows that potential and existing moissanite customers are extremely enthusiastic about the product:

  • Of the existing customers, 80% are repeat buyers and own more than one piece of jewelry containing the gem.
  • Even if money were no object, many would choose moissanite over diamonds.
  • Buyers learn about it from a friend, online or on a jewelry shopping network show.
  • Still, more people would buy if they could see it in person first.

“We know moissanite sells, and sells well,” says Sarah Williams, vice president of marketing and branding at Charles & Colvard. “The key is to get it in front of the customer. Do this, and we know the experience will be a success.”

Selling Moissanite: Seeing Is Believing

Advertisement

Selling Moissanite: Seeing Is Believing
Nathalie Betito
Owner & designer, Venazia Haute-Couture Collections, Miami, FL


deBebians Fine Jewelry in Los Angeles, CA, is experiencing that success. Owners Maggie Moore and Sam Delijani brought moissanite onboard a little over a year ago and it surpassed their expectations.

“We have a large inventory of loose diamonds, but we also offer any of our rings with a moissanite center,” Moore says. That option proved to be incremental to their diamond sales, creating a nice sales category of its own, which they’re expanding with moissanite studs and solitaire pendants.

For Venazia Haute-Couture Collections in Miami, FL, moissanite has been much more than a niche since 2001.

“I love the glamour of old Hollywood, but to recreate that look with diamonds is cost prohibitive,” says owner and designer Nathalie Betito. “When I saw moissanite, I knew I could create the exceptional looks I wanted.”

“Eighty percent of my first time customers will buy another piece of moissanite jewelry within two to three months,” says Betito, who recently sold out many moissanite designs during a March appearance on Evine Live where she represented Charles & Colvard.

Advertisement

“Many of my customers are women over 40 and they want to upgrade their engagement ring with an impressive 3- to 4-carat ring.” Thanks to moissanite, “the ring of their dreams becomes a reality.”

Selling Moissanite: Seeing Is Believing

 


Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

Promoted Headlines

Most Popular

SPONSORED CONTENT

Selling Moissanite: Seeing Is Believing

SELLING MOISSANITE:

SEEING IS BELIEVING

An In-Person Look at This Ethically Sourced
Gemstone Is a Vital Step in Making the Sale


Selling Moissanite: Seeing Is Believing
Sam Delijani &
Maggie Moore

Owners, deBebians Fine Jewelry in Los Angeles, CA


M

oissanite’s story is amazing:
A wonderfully sexy product that has all of the beauty, allure and rarity of diamonds — without the messy parts. But according to new research, showing a potential customer the gem is all that’s needed to make the sale.

The research, presented by Charles & Colvard’s research agency, Thirdside Solutions, shows that potential and existing moissanite customers are extremely enthusiastic about the product:

  • Of the existing customers, 80% are repeat buyers and own more than one piece of jewelry containing the gem.
  • Even if money were no object, many would choose moissanite over diamonds.
  • Buyers learn about it from a friend, online or on a jewelry shopping network show.
  • Still, more people would buy if they could see it in person first.

“We know moissanite sells, and sells well,” says Sarah Williams, vice president of marketing and branding at Charles & Colvard. “The key is to get it in front of the customer. Do this, and we know the experience will be a success.”

Selling Moissanite: Seeing Is Believing


Selling Moissanite: Seeing Is Believing
Nathalie Betito
Owner & designer, Venazia Haute-Couture Collections, Miami, FL


deBebians Fine Jewelry in Los Angeles, CA, is experiencing that success. Owners Maggie Moore and Sam Delijani brought moissanite onboard a little over a year ago and it surpassed their expectations.

“We have a large inventory of loose diamonds, but we also offer any of our rings with a moissanite center,” Moore says. That option proved to be incremental to their diamond sales, creating a nice sales category of its own, which they’re expanding with moissanite studs and solitaire pendants.

For Venazia Haute-Couture Collections in Miami, FL, moissanite has been much more than a niche since 2001.

“I love the glamour of old Hollywood, but to recreate that look with diamonds is cost prohibitive,” says owner and designer Nathalie Betito. “When I saw moissanite, I knew I could create the exceptional looks I wanted.”

“Eighty percent of my first time customers will buy another piece of moissanite jewelry within two to three months,” says Betito, who recently sold out many moissanite designs during a March appearance on Evine Live where she represented Charles & Colvard.

“Many of my customers are women over 40 and they want to upgrade their engagement ring with an impressive 3- to 4-carat ring.” Thanks to moissanite, “the ring of their dreams becomes a reality.”

Selling Moissanite: Seeing Is Believing