Charles & Colvard, Ltd. (Charles & Colvard) manufactures, markets, and distributes Charles & Colvard Created Moissanite jewels (which the Company refer to as moissanite or moissanite jewels) and finished jewelry featuring moissanite for sale in the worldwide jewelry market. Moissanite, also known by its chemical name of silicon carbide (SiC) is a rare mineral first discovered in a meteor crater. The Company manages its business primarily by its product lines, and accordingly, it determined its two operating and reporting segments to be loose jewels and finished jewelry. In October 2011, the Company announced the launch of Lulu Avenue. The Company sells loose moissanite jewels and finished jewelry at wholesale to distributors, manufacturers, and retailers and at retail to end consumers through its wholly owned operating subsidiaries Moissanite.com, LLC and Charles & Colvard Direct, LLC.