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The Facts of the New FTC Jewelry Guides

On July 24, 2018 the Federal Trade Commission released the final revision to its Guides for the Jewelry, Precious Metals, and Pewter Industries, otherwise known as the “Jewelry Guides.” There are some significant changes in these revised guides that impact most parts of the trade.

JVC exists to translate legal compliance issues for the trade, there are currently a lot of misconceptions circulating and we want you to have the accurate information. With the release of the new Jewelry Guides, JVC will educate every level of the jewelry supply chain on how these changes actually affect their business.

Some highlights from the FTC's latest guides include:

1. “Diamond” still means diamond. In an advertisement/marketing piece in print or online, the word “diamond” alone still means a natural diamond from the earth.

2. Laboratory grown diamonds must be disclosed using “Laboratory-grown,” “Laboratory-created,” “[Manufacturer name]-created,” or a similar or like word or phrase that clearly discloses the nature of the product

3. If the word “cultured” is used, you must also have one of the disclosures above; “cultured” cannot be used alone

4. It’s still okay to use the word “synthetic,” just not in a way that implies it’s a simulant

5. The words “real” “genuine” “natural” “semi-precious” and “precious” can only be used to describe diamonds and colored stones from the earth; these words cannot be used to describe manufactured or artificially produced products.

6. The 10karat minimum on gold has been eliminated. There is no floor on what can be called “gold” so long as the fineness is disclosed.

7. All rhodium plating must now be disclose

The Jewelers Vigilance Committee hosts regular webinars and invites jewelers and members to log in to an upcoming webinar to discuss and fully understand these important changes. For more information about upcoming webinars, please visit:

About JVC
The Jewelers Vigilance Committee was formed in 1917 to provide education and self-regulation to the jewelry industry. Members operate under the highest standards of business practice after pledging to comply with all laws applicable to the jewelry industry and make accurate representations about the products they sell.
AT: 08/20/2018 12:22:21 PM   LINK TO THIS NEWSLETTER

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