Editor’s Note
This article highlights the importance of transparent marketing practices in the jewelry industry. As trade groups have reminded businesses, clear disclosure of a diamond’s origin—natural or lab-grown—is required by FTC guidelines for all promotions, including giveaways.
Trade groups emphasize that FTC guidelines on clear and conspicuous disclosure of a diamond’s origin—whether natural or lab-grown—apply to all commercial activities, including promotions and giveaways. This reminder comes in the wake of a promotional campaign by entertainment chain Dave & Buster’s, which offered a “$15,000 diamond ring” as a prize.
Industry organizations point out that the U.S. Federal Trade Commission’s (FTC) Jewelry Guides mandate that marketers must not misrepresent the type, nature, or origin of any gemstone. This requirement is not limited to traditional sales but extends to contests, sweepstakes, and other promotional events where a product is featured.
The promotional activity has sparked a broader discussion within the gem and jewelry sector about the need for consistent and transparent communication regarding lab-grown diamonds, especially as their market presence grows. The core principle is that consumers should be able to make informed choices regardless of the context in which a product is presented.
