Public perception of metals and jewelry

[Jay_Collier]

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

[Michael_David_Sturl2]

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