AuctionsFeb 18, 2026
Joanna Carson’s Jewels Head to AuctionThe estate of the model, philanthropist, and ex-wife of Johnny Carson has signed statement jewels up for sale at John Moran Auctioneers.
Policies & IssuesApr 15, 2019
From Conclave: FTC Do’s and Don’ts Beyond Lab-Grown Diamonds
From pearl treatments to composite gemstones, Tiffany Stevens and Sara Yood of the Jewelers Vigilance Committee shared tips on how to comply with the revised Jewelry Guides.
New York—When the Federal Trade Commission debuted the revised Jewelry Guides in July, the new regulations around lab-grown diamonds were the talk of the industry.
The recent warning letters sent to eight companies regarding their advertisements for lab-grown diamond jewelry and diamond simulants have reignited the discussion, but there are other changes to the guides that warrant attention.
Jewelers Vigilance Committee CEO Tiffany Stevens and Senior Counsel Sara Yood held a session Wednesday at AGS Conclave in Seattle to break down all the changes to the Jewelry Guides.
“We just want to make sure everyone knows what their responsibilities are,” Stevens said.
She noted that while the guidelines are not technically laws, not adhering to them could lead to lawsuits from the FTC or competitors, or even class-action lawsuits from consumers.
Here a few tips and tricks to keep jewelers in compliance.
Be Upfront With Plating
Under the new guidelines, jewelers are required to disclose if a piece of jewelry has been plated with rhodium, platinum or silver. When using rhodium plating, the seller has to assure the durability of the coating.
Yood recommended applying the “reasonable person standard”—meaning the plating will last as long as your average customer would expect—and always disclosing plating to the customer in writing.
Be Mindful of Metal Minimums
There is no longer a 10-karat minimum threshold for gold, meaning 8-karat or below can be labeled gold in the United States.
However, the fineness needs to be disclosed for anything under 24-karat gold.
While there is no minimum threshold for silver, the fineness must be disclosed and a piece must be at least .925 ppt silver to be called “sterling” silver.
If a piece contains more than one precious metal, the predominant metal should be listed first in the description or described in a way that makes it clear.
For example, if a necklace is mostly silver with 14-karat gold accents, the JVC’s presentation suggested describing it as “sterling +14K” or “14-karat gold accented sterling silver.”
Disclose All Pearl Treatments
While not mentioned in previous editions, there is a section in the revised Jewelry Guides about pearl treatments.
A pearl treatment has to be disclosed if the treatment is not permanent, requires special care or significantly affects the value of the pearl, such as dyeing.
The guidelines also recommend explaining any special care requirements a customer would need to know.
Be Clear About Composite Gemstone Products
Disclosure is important when describing products made with gemstone material and filler, such as glass or a polymer.
The recent warning letters sent to eight companies regarding their advertisements for lab-grown diamond jewelry and diamond simulants have reignited the discussion, but there are other changes to the guides that warrant attention.
Jewelers Vigilance Committee CEO Tiffany Stevens and Senior Counsel Sara Yood held a session Wednesday at AGS Conclave in Seattle to break down all the changes to the Jewelry Guides.
“We just want to make sure everyone knows what their responsibilities are,” Stevens said.
She noted that while the guidelines are not technically laws, not adhering to them could lead to lawsuits from the FTC or competitors, or even class-action lawsuits from consumers.
Here a few tips and tricks to keep jewelers in compliance.
Be Upfront With Plating
Under the new guidelines, jewelers are required to disclose if a piece of jewelry has been plated with rhodium, platinum or silver. When using rhodium plating, the seller has to assure the durability of the coating.
Yood recommended applying the “reasonable person standard”—meaning the plating will last as long as your average customer would expect—and always disclosing plating to the customer in writing.
Be Mindful of Metal Minimums
There is no longer a 10-karat minimum threshold for gold, meaning 8-karat or below can be labeled gold in the United States.
However, the fineness needs to be disclosed for anything under 24-karat gold.
While there is no minimum threshold for silver, the fineness must be disclosed and a piece must be at least .925 ppt silver to be called “sterling” silver.
If a piece contains more than one precious metal, the predominant metal should be listed first in the description or described in a way that makes it clear.
For example, if a necklace is mostly silver with 14-karat gold accents, the JVC’s presentation suggested describing it as “sterling +14K” or “14-karat gold accented sterling silver.”
Disclose All Pearl Treatments
While not mentioned in previous editions, there is a section in the revised Jewelry Guides about pearl treatments.
A pearl treatment has to be disclosed if the treatment is not permanent, requires special care or significantly affects the value of the pearl, such as dyeing.
The guidelines also recommend explaining any special care requirements a customer would need to know.
Be Clear About Composite Gemstone Products
Disclosure is important when describing products made with gemstone material and filler, such as glass or a polymer.
Stay away from calling these products “lab-created” or “lab-grown,” or referring to them as “treated” gemstones.
Instead, call it a composite gemstone, hybrid gemstone or a manufactured gemstone.
For example, a seller could describe a lead-glass filled ruby as “composite ruby, lead-glass filled, special care required.”
Also, be careful not to get too creative with varietal naming, the JVC warned in its presentation. It would be considered deceptive to describe golden beryl as a “yellow emerald” or prasiolite as “green amethyst.”
Handmade Products Must Be Made Entirely By Hand
While this might seem obvious, the guides are specific about what it means to say a product is “handmade.”
If a jewelry designer uses CAD software to create a piece, then that’s not considered handmade.
In order to say a product is handmade, the “entire shaping and forming of such product from raw materials and its finishing and decoration were accomplished by hand labor,” the FTC Jewelry Guides state.
If a seller wants to tout something special about a piece that was partially handmade, boast about the specific part of the process that was done manually, such as hand-set or hand-engraved, advised Yood.
A Hashtag Is Not Disclosure
Social media is an indispensable advertising tool for most companies, but sellers need to be mindful of their descriptions on platforms like Facebook and Instagram.
It might be helpful to look back on old social media posts as well to be sure they’re all up to standard, Yood said.
Definitely share that gorgeous ring photo, she said, but understand that “#LabGrownDiamond” is not sufficient disclosure. Give as much detail about the piece as possible.
Eco-Friendly Claims Must Be Backed Up
The recent FTC warning letters mentioned that companies can’t play fast and loose with calling themselves “eco-friendly.” It’s not a throwaway term and needs to be backed up with data, advised JVC.
The FTC has an entirely separate set of guidelines for environmental claims, the “Green Guides.” They apply to all advertising, and the jewelry industry is no exception.
Jewelers with additional questions or concerns about the revised guidelines can visit the JVC’s website for more information about compliance.
More on Policies & Issues
The Latest
PodcastsFeb 18, 2026
Episode 2: Jewelry Trends & Does the Red Carpet Matter?Are arm bands poised to make a comeback? Has red-carpet jewelry become boring? Find out on the second episode of the “My Next Question” podcast.
MajorsFeb 18, 2026
Select Jewelry Inks Agreement to Distribute Lightweight Gold JewelryIt will lead distribution in North America for Graziella Braccialini's new gold pieces, which it said are 50 percent lighter.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
Events & AwardsFeb 18, 2026
DCA to Host Gemstone Selling Education Session at IJO EventThe nonprofit will present a live, two-hour introductory course on building confidence when selling colored gemstones.
Weekly QuizFeb 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TrendsFeb 17, 2026
A Bit of Jewelry for the Year of the HorseWestern wear continues to trend in the Year of the Fire Horse and along with it, horse and horseshoe motifs in jewelry.
SourcingFeb 17, 2026
Colored Gemstone Experts Talk Tariffs, Trends in TucsonAlthough the market is robust, tariffs and precious metal prices are impacting the industry, Stuart Robertson and Brecken Branstrator said.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
GradingFeb 17, 2026
Dr. George Rossman, Former GIA Governor, Dies at 81Rossman, who advised GIA for more than 50 years, is remembered for his passion and dedication to the field of gemology.
CrimeFeb 13, 2026
JSA Offering $10K Reward in Nancy Guthrie Case Guthrie, the mother of “Today” show host Savannah Guthrie, was abducted just as the Tucson gem shows were starting.
IndependentsFeb 13, 2026
97-Year-Old New Mexico Jewelry Store To CloseButterfield Jewelers in Albuquerque, New Mexico, is preparing to close as members of the Butterfield family head into retirement.
CollectionsFeb 13, 2026
A ‘Rosebud’ Necklace for Valentine’s DayPaul Morelli’s “Rosebud” necklace, our Piece of the Week, uses 18-karat rose, green, and white gold to turn the symbol of love into jewelry.
MajorsFeb 13, 2026
JFC Announces New BeneficiariesThe nonprofit has welcomed four new grantees for 2026.
MajorsFeb 12, 2026
These 8 Saks Fifth Avenue Stores Are ClosingParent company Saks Global is also closing nearly all Saks Off 5th locations, a Neiman Marcus store, and 14 personal styling suites.
CollectionsFeb 12, 2026
British Museum Raises $5M to Keep Jewel Linked to Henry VIII, Katherine of AragonIt is believed the 24-karat heart-shaped enameled pendant was made for an event marking the betrothal of Princess Mary in 1518.
SourcingFeb 12, 2026
‘Cotton Candy’ Necklace, 35-Carat Kunzite Win 2025 ‘Buyer’s Choice’ AwardsThe AGTA Spectrum and Cutting Edge “Buyer’s Choice” award winners were announced at the Spectrum Awards Gala last week.
Events & AwardsFeb 12, 2026
Kering Opens Entries for 2026 Sustainability-Focused AwardThe “Kering Generation Award x Jewelry” returns for its second year with “Second Chance, First Choice” as its theme.
TrendsFeb 11, 2026
Halle Berry’s Retro Engagement Ring Is a Sapphire-Set StunnerSourced by For Future Reference Vintage, the yellow gold ring has a round center stone surrounded by step-cut sapphires.
MajorsFeb 11, 2026
Francesca’s Files for Chapter 11 Bankruptcy AgainThe clothing and accessories chain announced last month it would be closing all of its stores.
CollectionsFeb 11, 2026
Zales Turns Sweethearts Into Jewelry for Valentine’s Day CollectionThe “Zales x Sweethearts” collection features three mystery heart charms engraved with classic sayings seen on the Valentine’s Day candies.
TechnologyFeb 11, 2026
Gemvision Symposium 2026 Slated for AprilThe event will include panel discussions, hands-on demonstrations of new digital manufacturing tools, and a jewelry design contest.
Events & AwardsFeb 11, 2026
TJS Announces Roundtable, Launches New AppRegistration is now open for The Jewelry Symposium, set to take place in Detroit from May 16-19.
SourcingFeb 10, 2026
At Meeting in South Africa, Support for Natural Diamonds Picks Up Steam Namibia has formally signed the Luanda Accord, while two key industry organizations pledged to join the Natural Diamond Council.
TrendsFeb 10, 2026
Bad Bunny Wears Football-Shaped ‘Desert Diamond’ for Halftime PerformanceLady Gaga, Cardi B, and Karol G also went with diamond jewelry for Bad Bunny’s Super Bowl halftime show honoring Puerto Rico.
SurveysFeb 10, 2026
Shoppers to Spend Big on Jewelry This Valentine’s Day, Says NRFJewelry is expected to be the No. 1 gift this year in terms of dollars spent.
FinancialsFeb 10, 2026
Kering Plans Transformation as 2025 Sales Sink 13%As star brand Gucci continues to struggle, the luxury titan plans to announce a new roadmap to return to growth.
SourcingFeb 10, 2026
AGTA To Debut ‘Stuller Color of the Year’ Spectrum Awards CategoryThe new category asks entrants for “exceptional” interpretations of the supplier’s 2026 color of the year, which is “Signature Red.”
