SOURCE: Charles & Colvard, Ltd.

Charles & Colvard, Ltd.

August 30, 2011 12:44 ET

Charles & Colvard Launches E-Commerce Website Designed to Expand Consumer Awareness of Unique Characteristics of Moissanite

MORRISVILLE, NC--(Marketwire - Aug 30, 2011) - Charles & Colvard, Ltd. (NASDAQ: CTHR), the sole manufacturer of created moissanite gemstones, The Most Brilliant Jewel In The World®, is pleased to announce that its wholly-owned subsidiary,, LLC, has launched its e-commerce website, which can be accessed on the Internet at

The website is built upon the robust Magento e-commerce software platform, which powers websites for many of the world's leading brands. On the website, consumers will find educational information about the elaborate process, involving several years of collaborative research and development, by which silicon carbide crystals are grown, including the hand faceting and polishing by master gem cutters that produces an incredible, near-colorless jewel among the most dazzling on earth. In a class of its own, with nearly 2.5 times more fire than diamond, moissanite is a unique jewel with unsurpassed brilliance and fire that delivers quality, beauty, and value like no other gemstone, including diamond, sapphire, ruby, and emerald. In addition to a wealth of information, the site also offers consumers an exceptional selection of loose moissanite gemstones and finished jewelry, including rings, pendants, bracelets, and earrings, all at an incredible value. The Company intends for's customer service to be second-to-none, providing consumers with comprehensive assistance to make every shopping experience effortless and enjoyable.

"We are very excited about our new e-commerce site and the platform it provides for increasing consumer awareness of the breathtaking beauty of moissanite jewels, introducing unique brands that complement The Most Brilliant Jewel In The World®, and expanding our market share," stated Randy N. McCullough, Chief Executive Officer of Charles & Colvard, Ltd. "Once we are fully satisfied with the look and feel of the site, along with the ability of the merchandise selection to properly present the vast array of moissanite jewelry available on the market, we plan to launch comprehensive marketing and social media campaigns designed to build consumer traffic and increase business for all wholesalers and retailers selling moissanite through a variety of channels."

"We are pleased to roll out this critical first component of our digital marketing strategy," noted Craig T. Laing, the Company's recently appointed Vice President of E-commerce and Marketing. "Today's consumers expect manufacturers of branded products to provide direct access to information, support, and purchasing options. We believe that is uniquely positioned to offer one-of-a-kind jewelry configurations and exclusive designer lines to the consumer. By leveraging our current customers' passion for moissanite through social media marketing programs and creating synergies among all of our digital properties, we plan to engage new consumers and raise overall moissanite awareness in a manner that we expect will increase this unique jewel's share of the $120 billion global jewelry market."

About, LLC and Charles & Colvard, Ltd., LLC, is a wholly owned subsidiary of Charles & Colvard, Ltd., and is based in the Research Triangle Park area of North Carolina. Charles & Colvard, Ltd. is the global sole source of moissanite, a unique, near-colorless created gemstone that is distinct from other gemstones and jewels based on its exceptional fire, brilliance, luster, durability, and rarity. Charles & Colvard Created Moissanite® is currently incorporated into fine jewelry sold through domestic and international retailers and other sales channels. Charles & Colvard, Ltd. is headquartered in Morrisville, North Carolina, and its common stock is listed on the NASDAQ Global Select Market under the symbol "CTHR." For more information, please access or

This press release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. Statements expressing expectations regarding our future and projections relating to products, sales, revenues, and earnings are typical of such statements and are made under the Private Securities Litigation Reform Act of 1995. These forward-looking statements include, but are not limited to, statements about our plans, objectives, representations, and contentions and are not historical facts and typically are identified by use of terms such as "may," "will," "should," "could," "expect," "plan," "anticipate," "believe," "estimate," "predict," "continue," and similar words, although some forward-looking statements are expressed differently.

All forward-looking statements are subject to the risks and uncertainties inherent in predicting the future. You should be aware that although the forward-looking statements included herein represent management's current judgment and expectations, our actual results may differ materially from those projected, stated, or implied in these forward-looking statements as a result of many factors including, but not limited to, our dependence on consumer acceptance and growth of sales of our products; our dependence on third parties for the sales and marketing of our products to end consumers; dependence on a limited number of customers; our current customers' potential perception of us as a competitor as we enter the finished jewelry business; general economic and market conditions, including the current economic environment; dependence on Cree, Inc. as the current supplier of the raw material; intense competition in the worldwide jewelry industry; the financial condition of our major customers; risks of conducting business in foreign countries; the pricing of precious metals, which is beyond our control; our ability to protect our intellectual property; and possible adverse effects of governmental regulation and oversight, in addition to the other risks and uncertainties described in our filings with the Securities and Exchange Commission, or the SEC, including our Annual Report on Form 10-K for the fiscal year ended December 31, 2010 and subsequent reports filed with the SEC. Forward-looking statements speak only as of the date they are made. We undertake no obligation to update or revise such statements to reflect new circumstances or unanticipated events as they occur except as required by the federal securities laws, and you are urged to review and consider disclosures that we make in the reports that we file with the SEC that discuss other factors relevant to our business.

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