This week on the podcast, we have another illuminating interview from the Catalyst Conference. Our guest, Jessica Lesesky, is representing Charles & Colvard, a jewelry brand who occupies a unique niche in the jewelry market. This was a really great interview because it gave us a chance to dive into all the work Jessica does with digital marketing, and how Charles & Colvard found their brand story. It is an interesting case study in how a brand can evolve as they gain a better understanding of their consumer base. 

 

Charles & Colvard has a unique manufactured diamond product called Moissanite. Jessica will explain how, surprisingly, many of their consumers were not buying the manufactured diamonds for price, but for ethical reasons. Charles & Colvard has discovered an emerging consumer trend of ethical jewelry purchasing, and so they used this as fuel for their direct-to-consumer initiative. Jessica will share how the brand is also utilizing various sales channels, including a strong wholesale business to designers and manufacturers. Their online store sells directly to consumers, which makes Charles & Colvard a wonderful example of the power of ecommerce. 

 

Jessica will also share with us her precious professional history, including a wonderful look at what it is like to work at eBay. You will learn a lot from Jessica’s diverse experiences in this episode! 

 

Key Takeaways:

•    Understand the unique ethical stance that Charles & Colvard has taken in the jewelry market. 

•    How the direct-to-consumer model was a necessity to the Charles & Colvard brand. 

•    Jessica shares her experience with eBay. 

•    The strategies to get brands out of the brick-and-mortar seasonality. 

•    Charles & Colvard has a robust distribution model that has ties to wholesale and direct-to-consumer. 

•    Everything Charles & Colvard does is devoted to the mission of less waste and incredible value. 

•    Jessica describes the priorities for international market penetration. 

•    Charles & Colvard is looking forward to distributing whole products, rather than just gemstones. 

•    Jessica explains the company’s relationship to Amazon as a 3rd party seller with seller-fulfilled Prime. 

•    The intricacies of selling jewelry on Amazon. 

•    Jessica’s advice for brands who are looking to utilize seller-fulfilled Prime. 

•    Consumers are more excited to tell others that their gem is Moissanite. 

•    Jessica shares her favorite Moissanite pieces.

 

Resources:

https://www.charlesandcolvard.com/