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Public perception of metals and jewelry

#1

Was: Dishonesty regarding metals

Most of us know what is right and what is wrong concerning the basic
representation/ID for metals being sold. (Jim Binion posted the FTC
regs that list the correct way in detail.)

Profit is usually the motive for the seller of the goods to identify
otherwise. The overriding rule: Buyer beware, regardless of
regulations. Or is it really?? Consider this spam I received
recently with the subject line “Look Rich For Less!” Anyone care to
comment? I think it says a lot about a large segment of buyers, or at
least the ones who would find this pitch appealing.

There is no question in my mind that sellers who mislabel or are
"deceptive" are breaking the law. On the other hand, is it possible
that they believe they are merely speaking in the vernacular and
appealing to this special group of buyers? (This is sure to open the
door for conversation about our changing culture and how quality
jewelers fit in.)

J
jlcollier.com

#2 
There is no question in my mind that sellers who mislabel or are
"deceptive" are breaking the law. On the other hand, is it
possible that they believe they are merely speaking in the
vernacular and appealing to this special group of buyers?

It really doesn’t matter what they might believe, because opinion and
belief have no relevance when engaged in commerce. If precious metal
content is involved, the seller has the responsibility to be informed
of and adhere to the legalities of accurate description of content
and proper labeling of products. mds