The launch of charlesandcolvarddirect.com is a strategic move that could potentially increase Charles & Colvard's market share by directly engaging with independent jewelers and retailers. By eliminating the middleman, CTHR can offer competitive pricing, which may lead to increased sales volume. Additionally, introducing a new gemstone brand, Forever Bright, could attract price-conscious consumers, further driving sales. However, the success of this strategy depends on the adoption rate of the portal by the target businesses and the market's response to Forever Bright.