And if good marketing was the big issue when C&C was a M jewel company, it is an order of magnitude more important for a new little wanna-be DTC jewelry retailer.   It used to be marketing a new BETTER fine jewel, and just needing to get some awareness (in addition to distribution where people shop) for a jewel that sells itself. But now it is about rising above the many, many other jewelry retailers, despite having no real business advantage in retailing (of basically generic products), and despite starting from way behind, and trying to somehow make "Charles &Colvard" a brand that people will seek out. Using a generic "look at us, we are so planet friendly" message is not going to set C&C apart.