Jewelers Vigilance Committee has created a new consumer brochure titled “Buying Jewelry? Do Not Be Fooled by the Word ‘Wholesale’ in Advertising” to help consumers understand that it is misleading for retailers to advertise as a wholesaler to the public. The brochure explains important advertising wholesale pricing information, including the difference between a wholesaler and a retailer, online wholesale advertising, and legal issues.

JVC members will receive the brochure free of charge. JVC members and the jewelry industry can download the brochure from JVC’s Web site at www.jvclegal.org. The brochure is in PDF format. In addition, JVC has compiled individual state advertising wholesale laws. Jewelers can e-mail Jo-Ann Sperano, JVC’s paralegal/mediator, joannjvc@aol.com, with questions about advertising wholesale laws in their state.