Charles & Colvard Ltd. announced the debut of its new e-commerce website on Oct. 11, according to a Form 8-K filed with the Securities and Exchange Commission.

The company, which is based in Research Triangle Park, will also sell a second grade of its Forever One moissanite jewelry on its new website,

“I’m proud to say we’re executing well on the strategy we put in place for 2016,” said CEO Suzanne Miglucci in a statement. “With the launch of our new web presence, products and styles, we continue to deliver on our strategy to help bring moissanite to the forefront of the market,”

Miglucci joined the company in Nov. 15 of last year after serving as Channel Advisor’s chief marketing officer for three years.

The company manufactures man-made moissanite gemstones that resemble diamonds and are available in three different colors. Its product lines include Forever Classic, Forever Brilliant and Forever One.

The new website is a direct effort to attract more millennials to moissanite jewelry.

Earlier this March, Miglucci spoke to analysts about her three-step plan to target millennials. Step three involved revamping Charles & Colvard’s online presence.

Shares of Charles & Colvard increased 4 cents, or 3.45 percent, to $1.20 on Oct. 11.

Note: This story is from the North Carolina Business News Wire, a service of UNC-Chapel Hill’s School of Media and Journalism