Apr 25, 2018
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.
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