The maker of moissanite gemstones reported a decline in sales and profit during the second quarter.
But officials with Morrisville-based Charles & Colvard are optimistic about new efforts to boost sales. That includes more shows on home-shopping TV networks devoted to moissanite jewelry and the company's direct-to-consumer web site.
Also, Charles & Colvard plans to begin testing home parties later this year to build sales.
Moissanite is a lab-made gem that's used in fine jewelry. Some are sold through retailers such as Kohl's, but sales have suffered in recent years as consumers cut spending on discretionary items.
"On a longer-term basis, we remain confident in our belief that moissanite is destined to significantly expand its share of the $120 billion global jewelry market," CEO Randy McCullough said in a prepared statement.
Charles & Colvard shares rose 20 cents to $2.36 on Thursday. The stock is down 22 percent this year.
The company announced Thursday that sales fell to $3 million during the three-month period ended June 30, down 10 percent from a year earlier. The net loss was $103,000.
The company noted that it had two big, one-time sales during the second quarter of 2010. Excluding those, Charles & Colvard's results were stronger than a year earlier.