Headlines

FTC Changes Jewelry Marketing Guidelines

Published

8 years ago

January 4, 2016

INSTORE Staff

Latest recommendations are intended to protect quality.

High-end jewelers stand to benefit from the Federal Trade Commission’s new jewelry marketing guidelines, which are aimed at “low-market competitors who may skew marketing efforts to make jewelry appear of a higher quality,” according to Luxury Daily.

Specifically, the new guidelines are designed to help brand marketers avoid deceptive claims through the use of certain terminology. If you’re pitching lab-created diamonds, for example, then the FTC says it’s OK to refer to them as “cultured” only if the term is followed by “laboratory-created,” “laboratory-grown” or synthetic, the report says.

The guidelines, however, may be seen as toothless since the FTC’s recommendations are not laws. That perception could tempt low-market jewelry vendors with a distaste for the guidelines to intentionally ignore them and hope they don’t get caught.

The FTC is seeking public comment on their new recommendations from now until April 4, so if you have two cents to share, this is your chance.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”