|Received:||08/15/2005 09:45:26 PM|
|Agency:||Federal Trade Commission|
|Rule:||Guides for the Jewelry, Precious Metals, and Pewter Industries|
|Docket ID:||To Be Added|
Comments:The fine jewelry industry works tirelessly to provide legitimate information to the consumer. To confuse or mislead the luxury customer, or any customer in any way, will only serve to erode consumer confidence. The FTC should take immediate action to simplify the marketplace and reduce the likelihood of consumer confusion. Platinum Guides should be modified to prevent the use of the term "platinum" associated in any way with products composed of between 500 and 850 parts per thousand pure platinum and no other platinum group metals. Jewelry is both an emotional and expensive purchase, often made impulsively, and in the absence of extensive education consumers will become confused and undecided. Consumers are not, and should not be expected to be, gemologists or experts in precious metal content or properties. The perception of platinum jewelry is "real" platinum. When purchasing platinum jewelry, consumers expect it to be what they have learned to date what platinum is and not a new alloy that could contain up to 50% base metals. New alloys should simply not be called or referenced in any way as platinum. In the case of pure platinum, perception is truly reality and it should remain so. Thank you.