The Jewelers Vigilance Committee has created a consumer brochure designed to help consumers understand that it is misleading for retailers to advertise as a wholesaler to the public.

The brochure, titled, “Buying Jewelry? Do Not be Fooled by the Word ‘Wholesale’ in Advertising,” explains advertising wholesale pricing information, including:

* The difference between a wholesaler and a retailer;

* Online wholesale advertising; and

* Whether it is legal for jewelers to advertise as wholesalers or to sell at wholesale prices to retail customers?

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

“Advertising ‘wholesale to the public’ is not consistent with legal standards,” said Cecilia Gardner, JVC’s president, chief executive officer and general counsel. “JVC created this brochure in response to complaints JVC receives from retailers and consumers against jewelers advertising wholesale prices to the public. This new brochure includes important information that is easy to understand. We encourage retailers to display it in their stores and to contact us with questions about the advertising wholesale laws in their state.”

JCK