The J'adore Sapphire brand and trademark pertains to a process in which clear and colorless natural corundum (not to be mistaken with natural sapphires), with its' origin at the mine, undergoes deep and extensive levels of lattice diffusion of beryllium and titanium Lattice diffusion is a treatment process that uses heat and other chemicals to diffuse an element into a gemstone to change its color.

Diffusing colorless corundum using these chemicals penetrates the stones around 2 millimeters deep, giving the stones rich and blue coloring.

Corundum - Parent mineral name that belongs to a couple of varieties, including rubies and sapphires.

You can find yourself colorless corundum, which categorically, will remain as corundum.
You can find yourself rubies and sapphires, which are labeled as such given their individual coloring and natural gases. They are still both composed of corundum.
The key distinction is that all rubies and sapphires are corundum, but not all corundum are rubies and sapphires.