How should a seller disclose treated, enhanced or coated stones?

ZKZ Editorial TeamMain answer · Product & gemmology desk

Disclose a treatment whenever it is not permanent, whenever it creates special care requirements or whenever it significantly affects value. For online sales, put the disclosure in the product description, not only at checkout or in the packaging.

What the FTC guide says

Fact 16 CFR 23.24 says it is unfair or deceptive to fail to disclose that a gemstone has been treated if the treatment is not permanent, if it creates special care requirements or if it has a significant effect on the stone's value.

Fact The same section says disclosures apply to sellers at every level of trade, and that where a product can be bought without personally viewing it, such as online, disclosure should be made in the solicitation for, or description of, the product.

Fact 16 CFR 23.14 says treatments to diamonds should be disclosed in the manner prescribed in 23.24.

Fact 16 CFR 23.7 says it is unfair or deceptive to fail to disclose a surface-layer application of rhodium on products marked or described as precious metal.

What this means

Our advice Ask your supplier for written treatment information for each stone and coating, and pass it on in plain words in the listing.

Our advice Keep records so that you can answer customer questions.

It depends What counts as significant for value is a judgement. If you are not sure, disclose.

A practical checklist

Our advice For each coloured stone, ask: is the colour or clarity treated, is the treatment permanent, does it need special care such as avoiding heat or cleaners, and would it change the price if the customer knew? If the answer to any of these is yes or unknown, say so in the listing and in the care card.

Our advice Put the disclosure where the customer reads it before buying, in the product description, and repeat it on the invoice. Using the same plain words in both places avoids confusion and shows you have nothing to hide.

Uncertain This is a US guide. We did not verify rules in other markets or how any particular enhancement is classified.

Related reading: What is the difference between melee and centre stones? · Custom Rings: Choosing Metal, Stone and Setting

Sources

• 16 CFR 23.14, FTC Jewelry Guides: disclosure of treatments to diamonds
• 16 CFR 23.24, FTC Jewelry Guides: disclosure of treatments to gemstones
• 16 CFR 23.7, FTC Jewelry Guides: disclosure of surface-layer application of rhodium

Fact = stated by the cited source. Our advice = editorial recommendation. Uncertain / it depends = limits of what can be said in general.