Guides for the Jewelry, Precious Metals, and Pewter Industries #534660-00047

Submission Number:
Susan Eisen
Susan Eisen Fine Jewelry and Watches
Initiative Name:
Guides for the Jewelry, Precious Metals, and Pewter Industries
Platinum has always been known to the public to be 900 pure with 10% iridium and because of this it is hypoallergenic and very durable. Changing the alloys without adequately informing the public is problematic. I believe the only way to do this is to call everything platinum filled, just as gold filled is described. This will bring attention to the consumer that it is not as pure as it always has been and will minimize any kind of representation. It should also be written like gold filled marks, ie 1/20KGF so everyone is aware of what they are buying and selling. Different alloys with platinum will produce different effects on the wearer and all those characteristics must be disclosed at the same time so consumers do not assume their jewelry has the same properties as 900 Plat. As a jewelry retailer and author of Crazy About Jewelry, I am certain consumers will get mixed up if the FTC decides to stretch the definition of platinum to include other concentration of alloys without other major disclosure rules and regulations to go along with it.