Guides for the Jewelry, Precious Metals, and Pewter Industries #534660-00040

Submission Number:
Missy Emrich
Steve's Jewelers
Initiative Name:
Guides for the Jewelry, Precious Metals, and Pewter Industries
In reference to: "Jewelry Guides, Matter No. G711001." Platinum mixed with base metal or any other inferior metal should not be labeled as "platinum." It would be confusing to customers as well as within the industry. It will open the floodgates to scams as the general public will not know the difference between pure platinum and alloyed. Consumers cannot trust all companies to honestly disclose that the platinum they purchased is pure or is alloyed with base metal if you allow alloyed platinum to be labeled as platinum. The thought is ridiculous. Why in the world would the FTC want to cheapen the most pure & elegant metal available. The FTC would ruin the exclusivity of platinum and cheapen it, destroying the consumer trust of the jewelry industry. I understand that not all consumers can afford pure platinum but suggest for the protection of those consumers and the jewelry industry that the FTC strongly consider a new and completely DIFFERENT name for jewelry comprised of platinum and base metals. PLEASE! Respectfully, Missy Emrich, Owner Steve's Jewelers