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| November/December 2006 |
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JVC: Cultured is for Pearls The Jewelers Vigilance Committee (JVC), acting on behalf a 10 other industry associations, has petitioned the Federal Trade Commission (FTC) to ban the use of the word “cultured” when referring to synthetic gemstones. The FTC publishes the Guidelines for the Jewelry, Precious Metals, and Pewter Industries (“the Guides”), which outline what practices are considered deceptive or fraudlent – and therefore subject to legal prosecution – under the Fair Trade Act. The JVC is asking the FTC to add the term “cultured” to the list of terms that are unfair or deceptive when used to describe manufactured products like synthetic gemstones. The JVC argues that calling a synthetic gemstone “cultured” is confusing to consumers because it suggests that the product is grown in nature with human intervention. “The jewelry guidelines provide explicit standards for trade practices in the jewelry industry,” said Cecilia Gardner, JVC’s president, CEO, and general counsel, in a statement. “Given the widespread confusion and misconception found among consumers when asked about the meaning of ‘cultured’ when applied to products other than pearl, we felt it was important to ask the FTC to amend the Guides. The Guides should address the important issue of the true nature of laboratory-created jewelry products.” The association is specifically targeting the use of the term “cultured diamond,” although – if passed – the measure would apply to all laboratory-created gemstones. The industry associations supporting the JVC’s petition are: American Gem Society, American Gem Trade Association, World Jewellery Confederation (CIBJO), Cultured Pearl Association, Diamond Council of America, Diamond Manufacturers and Importers Association of America, International Diamond Manufacturers Association, Jewelers of America, Manufacturing Jewelers and Suppliers of america, and the World Federation of Diamond Bourses. he petition was sent to the staff of the Consumer Enforcement Division of the FTC. If the FTC agrees that there are grounds to change the Guides, it will issue a Federal Register notice, which is open to comments from the trade and public. The decision on whether or not to amend the Guides will come once all comments and documents considered have been reviewed and considered, a process which can take years. Posted: December 13, 2006 |
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