Guides for the Jewelry, Precious Metals, and Pewter Industries #534660-00048

Submission Number:
Michael Kuk
Accent Jewelers (Jewel Plaza Inc dba...)
Initiative Name:
Guides for the Jewelry, Precious Metals, and Pewter Industries
Dear FTC, Its not 100% cheating, just 15-50% cheating... Its a sad fact that various manufacturers will always try to 'sneak' in cheaper/inferior versions of well known items and hope to make some short termed profits at the expense of the consumers' lack of knowledge. When retailers are already using terms like 'Perfect Platinum' to describe 14K platinum, why would the average consumer question its purity? Without using terminologies that are established and understood, this ruling would give retailers of lesser reputations, unchecked marketing power to deceive consumers. At least using somewhat familiar rating systems like 14K Platinum will give the lay person a chance to understand what they are buying. The average consumer will be DUPED into thinking that they are buying the same platinum that has earned its reputation over 3 generations of satisfied customers. It is VERY MISLEADING to allow manufacturers and retailers to prey upon those who would have no reason to doubt the purity of the metal. Simply put, a whole new generation of unsuspecting people will buy into this scheme of government endorsed fraud. Its not 100% cheating, just 15-50% cheating. Thank you for your time and efforts in this matter. Best Regards, Michael Kuk 2nd Generation Jeweler