16 CFR Part 23, Guides for the Jewelry, Precious Metals, and Pewter Industries, Project No. G711001
When I was an investigator with Washington Attorney General's Consumer Protection Division I investigated a number of businesses, including jewelers, for falsely claiming to be selling jewelry "wholesale to the public." A number of legal actions were brought, all settled by consent order. I do not know if your guidelines address this issue, but if not, a reminder to those in thet industry that such claims are deceptive might be warranted.