Moi Moi Fine Jewellery has been pioneering Moissanite in Australia for over a decade, and today, the Sydney-based company led by Founders and designing sister duo - Lauren Chang Sommer and Alana Chang Weirick, has the world in their sights with the launch of the latest generation Moissanite, SUPERNOVA Moissanite, for worldwide distribution.
1. What is moissanite? How does it differ to other jewels, including diamond?
Moissanite the most beautiful jewel in the world! It has more brilliance, fire and lustre (sparkle) than any other jewel, including diamond. And it comes at an incredible price – up to 90 -95% less than a diamond of the same quality. It will last forever and now with the new generation of SUPERNOVA colourless Moissanite, you’ll be spoilt for choice.
2. What inspired you to launch Moi Moi Fine Jewellery?
Back in 2004, my sister Alana and I were inspired to start Moi Moi after we realised that Moissanite was not yet available in Australia. I was trying to buy some earrings for my wedding day and when I couldn’t find any we realised there was a massive gap in the market for high quality jewellery that didn’t break the bank. Moissanite is different to anything else available and offers so much.
3. What was the biggest challenge you faced when launching the business?
Carving a whole new category of fine jewellery into the marketplace. We were young and we were taking on a huge challenge. It was exciting though and it certainly felt like a David and Goliath scenario taking on the fine jewellery industry like we did. We survived and now we are thriving 12 years on.
4. What has been your greatest business achievement to date?
Launching our own wholesale distribution company where we are selling our very own brand of Moissanite, SUPERNOVA. Effectively we have been dreaming of what we would do for years and it is very exciting to bring this to fruition and sell to jewellery manufacturers worldwide.
5. What is the best business decision you’ve ever made?
I can’t really name one decision, but overall I would say it is willing to take risks and think big. Even though we started out very small, we have always had a very clear vision of what we have wanted to achieve and have always aimed high. We are young women giving it a go and trying our best.
6. Have you noticed a shift in consumer attitudes towards moissanite over the years?
There has been a huge shift and there a lot of reasons why, but the main reason is consumers are now more educated and more open minded to try new things.
7. How do your moissanite engagement ring sales compare to you diamond engagement ring sales?
98% Moissanite engagement rings, 2% Diamond engagement rings.
8. What attracts most consumers to moissanite?
So many things…. First of all the undisputed beauty of Moissanite. These factors are rated by the GIA who are the worldwide authority in diamond grading. Secondly, we are finding consumers are becoming more educated and with that awareness they are realising that diamonds are not exactly as they may have initially perceived. Diamonds are expensive, they are not rare and they generally not a good investment. Therefore consumers seek alternatives, and then it becomes clear that Moissanite is the best alternative available. Thirdly, we have customers who seek jewels which are guaranteed conflict-free and are socially responsible and Moissanite proudly ticks that box! Of course the incredible value we can offer really makes Moissanite so fun because we love helping brides achieve their jewellery goals. Brides these days certainly prefer engagement rings with large jewels!
9. What do you expect the future has in store for the moissanite industry?
With the recent release of SUPERNOVA Moissanite, which is the first colourless Moissanite in the world offering all the shapes and sizes, we think the Moissanite is the jewel of the future and will be a game changer to the jewellery industry. You will be seeing many more jewelers worldwide offering Moissanite.
10. What is SUPERNOVA Moissanite?
SUPERNOVA Moissanite is the next generation of Moissanite offering the world’s largest range of shapes and sizes.
Moi Moi Fine Jewellery Founders and designing sister duo - Lauren Chang Sommer and Alana Chang Weirick - discovered Moissanite in 2004.
The captivating brilliance of the jewel and the very attractive price point encouraged them to take a leap of faith and start their own business, offering consumers an alternative choice for their engagement rings.
The sisters have since pioneered a whole new category of fine jewellery in Australia, more recently developing their own Moissanite jewel called SUPERNOVA Moissanite. For more information visit https://www.moimoi.com.au/
