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New moissanite ads urge women to treat themselves

October 26, 2007

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New York—For women needing extra encouragement to shop, Charles & Colvard, the creators and sole manufacturers of moissanite, provide the retail therapy with new advertisements that encourage self-purchases.

The campaign will launch in the November issues of fashion and lifestyle magazines throughout the United States, including People, In Style, Us Weekly and O, The Oprah Magazine, and will run through December 2008. The campaign will run worldwide too.

The advertisements vary by publication to feature different moissanite retailers such as Belk, Boscov's, Helzberg Diamonds, J.C. Penney, Kohl's and Macy's. The spreads differ in which products are featured, with a moissanite buckle ring and a pair of three-carat martini stud earrings among the styles.

Charles and Colvard's research finds that 78 percent of moissanite buyers are women and 71 percent of moissanite purchases are self-gifts. The advertising campaign thus tells women to purchase moissanite throughout the year for their milestone moments, and it also focuses on the visual properties of moissanite.

Bob Thomas, chief executive officer of Charles and Colvard, said in a statement that the company continues to focus on the self-purchasing woman.

"We believe this campaign will not only raise awareness for moissanite's exceptional fire and brilliance, but also reintroduce its overall affordability for women everywhere," Thomas said.

The campaign will be supplemented with in-mall messaging and billboard advertising.
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