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Length:
34 minutes
Released:
Apr 25, 2018
Format:
Podcast episode
Description
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/
Released:
Apr 25, 2018
Format:
Podcast episode
Titles in the series (100)
The Digital Shelf for CPG brands 2022 - Episode 260: In today’s podcast, we are talking with a returning guest, Andrew Lipsman, about the Insider Intelligence report he authored entitled Digital Shelf for CPG brands 2022. Make sure you tune in to find out more! Andrew Lipsman is a Principal... by Ecommerce Braintrust