The Moissanite Partnership: Charles & Colvard and J C Penney

During the 2006 holiday shopping season, Charles & Colvard and one of their major retail partners J C Penney, really stepped up their moissanite advertising. This new holiday ad campaign was beautifully executed, and it targeted the luxury gift-giving consumer of high-end Fine Jewelry.

This campaign featured a series of similar ad text and layouts, that showed off heart-stopping varieties of stunning moissanite jewelry pieces. It appeared weekly as full color, full page advertisements in USA Today, and it continued in National inserts of Parade Magazine within Sunday newspapers.

Note that the messaging of this campaign is somewhat of a departure form their typical marketing message, that's designed to primarily appeal to self-purchasing women. This newer ad brings more diversity to their overall marketing message. This sophistication is sure to broaden the appeal of moissanite to more segments of a huge and growing market of consumers who are searching for exactly what moissanite has to offer.

It starts with smarter advertising that grows consumer awareness that moissanite is indeed the perfect new jewel for today's J C Penney customer. J C Penney's stellar revenue results show that they are capitalizing on the increasing shopper traffic and sales that comes from their prominent in-store marketing of Moissanite. Moissanite has become today's hottest fine jewelry choice in the marketplace.

Whether purchased for the self-purchasing women, or by their loving partners who are searching for the perfect gift, or by savvy Brides and enlightened couples who are getting engaged, and anyone else who can understand and appreciate the value proposition of this affordable luxury of jewel that is truly in a fine jewelry category all by itself. J C Penney and other top retailers have embraced moissanite because it performs for their customers in ways that have been getting Industry attention for the past several years.

J C Penney has just reported that their Internet sales posted a 15.2% increase in sales, which was much higher overall than their same store sales results. When you visit their web site, you'll find that moissanite has a very robust presence with cross-marketing between their Bridal and Fine Jewelry categories online.

Copy from the ad reads:

This holiday, give the jewelry that's as unique as your love. Created by Charles & Colvard, moissanite is a unique, near-colorless jewel with more fire and brilliance than any other gemstone. Moissanite is not a “simulated” diamond or a diamond substitute. Instead, it is created jewel that was born form a rare gemological find made over 110 years ago.

Second in hardness only to diamond, moissanite is extremely resistant to scratching, abrasion, breaking and chipping. Charles & Colvard created moissanite comes with a Limited Lifetime Warranty that it will never change color, fade, or lose its beauty for the lifetime of the owner. Plus, every gorgeous jewel comes with a Certificate of Authenticity.