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Why Moissanite?

A sales primer for the retail jewelry store




If the idea of selling moissanite gives you pause, we hope to change your mind. Selling Charles & Colvard Created Moissanite® just makes good business sense. And it’s the reason why we’re dedicating four Master Classes to training you and your staff to sell it.

We want to give you all the information you need to first, convince you to carry it in your store and second, teach you how to present it to customers. We realize that you have to first be sold on the product yourselves before you can communicate the beauty and benefits of moissanite to others.

Perhaps you’ve never sold moissanite before. You aren’t convinced your customers will buy it. Here are some of the strongest reasons why it’s important to stock it today: 

The Ethically Sourced Alternative

First, your customers crave alternatives to traditional diamonds. Research shows that millennials—consumers born between 1984 – 2002—are drawn to products that are ethically sourced, sustainable and conflict-free. This demographic is 87 million strong and either are or will soon be of marriageable age. To this market, the standard diamond engagement ring is less of a given and more of an elective. Jewelers, designers and leaders in ethically sourced jewelry, such as the online seller Brilliant Earth, carry and promote moissanite as a viable alternative to diamonds. Don’t miss out on this expanding market.  

Better Margins, Superior Product

Moissanite offers stronger margins than diamonds and comes in three different grade ranges—colorless or D-E-F, near-colorless or G-H-I and J-K, based on the Gemological Institute of America’s color grading scale.

Charles & Colvard’s colorless moissanite, Forever One™, is a triumph of art, science and sustained effort. The structural configuration of this new moissanite material is what yields its unsurpassed, colorless (D-E-F) quality. While chemically it is still silicon carbide (SiC), and its optical and hardness properties remain the same, it is the stacking of SiC material in the manufacturing process that makes Forever One moissanite unlike any of its predecessors. 

Most recently, Charles & Colvard has developed a second grade of Forever One, in G-H-I quality. This near colorless gemstone emits a faint, icy hue compared to its near-colorless predecessor, Forever Brilliant®, which yields a warm, yellow hue. 

Charles & Colvard Forever Classic™ offers subtle color shades in the J-K range, with faint undertones of green, yellow or gray.

Brilliance That Will Never Fade

Every Charles & Colvard created gem is guaranteed to retain its innate brilliance and color, and remain as beautiful as the day you bought it. Loose goods and finished jewelry containing Charles & Colvard Created Moissanite® 4mm in size or larger also comes with a limited lifetime guarantee that protects against damage to the stone and any changes in color, clarity or brilliance. 

Moissanite Basics:

Moissanite was discovered in 1893 by French-born chemist Henri Moissan. The gem that would forever bear his name was discovered in minute particles in a meteorite in Arizona. For over 20 years, Charles & Colvard has duplicated the silicon carbide gemstone in its North Carolina laboratories. Charles & Colvard Created Moissanite® is now offered in three different grades— colorless or D-E-F, near-colorless or G-H-I and J-K. —and a variety of shapes and millimeter sizes. Rather than carat weight, moissanite is sold by millimeter size.

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Video: Texas Jeweler Knew He’d Get Only One Shot at a GOB Sale, So He Wanted to Make It Count



Wilkerson Testimonials | Shannon Fine Jewelry

One and Done

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Video: New York Jeweler Picks Wilkerson for Their GOB Sale



Wilkerson Testimonials | Rose Jewelers

New York Jeweler Picks Wilkerson for Their GOB Sale

Jan Rose of Rose Jewelers, located in Long Island’s famous Hamptons beach district, explains how she chose Wilkerson for her closing sale. Jan’s suggestions: reach out to jewelers who have been in similar situations to find out what worked for them, and look for a company with experience in going-out-of-business sales. Once you’ve done that, the final step is to move ahead and trust the process.

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The Real Story Sells!

The DPA’s new e-learning program isn’t just about diamonds. It’s about what diamonds mean to individuals, to people who support an industry and to the world.



The Real Story Sells!

The DPA’s new e-learning program isn’t just about diamonds. It’s about what diamonds mean to individuals, to people who support an industry and to the world.



We are living in a most unique and exciting time for the diamond industry. Dramatic shifts in a wide range of elements — from consumer behavior and expectation to the easy availability of information (some less than accurate!), to continually evolving shopping channels to technological advances within our industry — have created the need for a much higher level of knowledge, insight and skill for sales professionals. For the best of the best, selling diamonds today is an art form that is all about communicating true passion — and about appreciating the real, personal value they bring to a buyer.

Diamonds have played an integral role in human history and culture for centuries. As you might expect, there are parts of that history — and of the growth of our industry that have provided valuable lessons which have helped shape the face of diamond mining and trading worldwide today. The diamond industry has evolved tremendously since the first commercial mine opened in 1870. Welfare of workers, respect for the environment, giving back to local communities and building thriving economies and social infrastructures in mine areas have all become top priorities at mine sites around the world.

In today’s market, the introduction of synthetics has created a mix of interest and confusion among industry professionals and consumers alike. Pictured here: An assortment of rough diamonds recovered from Petra Diamonds’ Finsch Mine in South Africa.

Consumers today need to feel good about the luxury they want — and there’s no doubt that current, effective training is more important than ever. In today’s market, understanding diamonds is about much more than just understanding the 4C’s. It’s about understanding the real connection between this magnificent gem, the human emotions it symbolizes, and the people who want to make it their own. It’s also about understanding the history of our industry as well as the remarkable advances that have shaped countries, built economies and established communities and livelihoods for millions of people around the world. As a knowledgeable diamond professional, you have a unique opportunity to share information that can change perspective, offer insight and give a whole new dimension to your customer’s diamond experience.

Murowa Diamonds operates out of Zimbabwe and firmly believes in employing and developing the nation’s talent, supporting the country’s overall growth.

Do you have what you need to tell the REAL story — or are you letting sensationalism and selective memory keep negative elements in the forefront while positive, accurate narratives detailing significant advances and successful outcomes are minimized or even ignored?

Megan Rodel is a business improvement superintendent at Canada’s newest diamond mine, Gahcho Kué in the Northwest Territories. Photograph by Kiana Hayeri.

“As a knowledgeable diamond professional, you have a unique opportunity to share information that can change perspective, offer insight and give a whole new dimension to your customer’s diamond experience.”

To Tell the Story, You Have to Know the Story!

The Diamond Producers Association is proud to announce the launch of a new e-learning program available at no cost to all diamond and fine jewelry professionals. The program is not just about diamonds. it’s about what diamonds are about — what they mean to individuals, what they mean to people who support an industry and what they mean to the world. It’s also about you as a diamond professional — about your passion for this amazing gift of nature and about your ability to tell the diamond story, the story of what diamonds DO — as symbols of emotion, carriers of message, and stores of real value.

The 1,109-carat “Lesedi La Rona” was discovered in Lucara’s Karowe Mine in Botswana in 2015. It is the third largest diamond ever found.

Whether you are a new sales associate or an experienced professional, our goal is to inspire you and to ignite your passion for diamonds while we offer you new perspective, new ideas and new talking points to help you present diamonds to today’s consumers with pride and confidence — and to help you close more diamond sales.




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