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.
Read more at Luxury Daily
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Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration
After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years."
Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations.
The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.
