As we’ve discussed in earlier tips, there are ethical and legal reasons that you must properly disclose gem enhancements or treatments. Plus, it makes good business sense. Customers are looking for a jeweler they can trust. Providing them with accurate and timely information ensures that trust and loyalty.
Jewelers of America’s resident education and management expert, David Peters, says you must disclose the following to your customers:
- Enhancements: Including heat, heat and pressure (HTHP), irradiation, chemicals (such as bleaching, dyeing, oiling/resin infusion). Peters suggests that you discuss any enhancements of which you are aware. Additionally, if the stone in question is routinely enhanced, you should assume that the enhancement has been done, and disclose this information.
- The Federal Trade Commission (FTC) Guidelines clearly state that any enhancement which is not permanent or creates special care requirements must be disclosed. Most state laws allow customers to sue if they feel you didn’t properly disclose all the pertinent information.
- Stability: When you disclose an enhancement, you should also discuss its stability. For example, heat enhancements are usually stable and permanent, while things like coatings can be easily removed by normal wear.
- Special Care and Handling Requirements: Since many enhanced gemstones require special care to maximize the benefits of their enhancements, it is essential that you share this information with customers. It is critical to long-term customer satisfaction.
Note: Peters adds that “enhancement” and “treatment” are often used interchangeably, and to most people they have the same meaning. The FTC uses the word “treatment” in its guidelines to the jewelry industry, while “enhancement” is the preferred term at the sales counter. No matter the word you choose, be sure to discuss enhancements as a positive and beneficial feature of gemstones.
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