Moissanite manufacturer Charles & Colvard announced the creation of Lulu Avenue, a new in-home sales model for the created gem.

Kevin Raulston, an industry veteran with more than 17 years of experience in the direct-selling space, has joined the company to lead Lulu Avenue’s parent division, Charles & Colvard Direct.

“This new business model is an important step forward for our company,” said George R. Cattermole, chairman of the board of Charles & Colvard, in a statement. “We believe that home parties present an ideal opportunity for such interaction with potential customers.”

The new subsidiary will expand its test marketing in key U.S. cities through the remainder of 2011 and is targeted to open nationwide in January 2012. Prospective independent sales representatives interested can email direct@charlesandcolvard.com.

JCK