<<<Moissanite is the most beautiful jewel in the world>>>
Plainly stated. No hedging. Just the fact.
<<<Moissanite has unrivalled brilliance, fire and lustre, the qualities that define the beauty of a jewel.>>>
Emphasis on the aspects where your jewel is best.
Note.....they talk about BEAUTY first. They mention "ethical" later.
And they talk about hardness without emphasizing "SECOND to diamond.)
<<<Moissanite’s hardness is 9 ¼ on the Mohs scale. Its unusually high hardness makes scratching and abrasions very rare,.....>>>