Jewelers of America recently updated its “What You Should Know About … consumer brochures on karat gold jewelry and cultured pearls. The brochures provide product information targeted to consumers and are designed to be used by retailers at the sales counter.

The new brochures are part of a series of 12 that introduce consumers to terminology, concepts, and history; provide helpful shopping tips; and answer frequently asked questions. Each brochure stresses the importance of shopping at a JA member store.

The complete set of brochures consists of Bargains and Discounts, Birthstones, Buying a Diamond, Buying a Fine Watch, Care and Cleaning, Choosing a JA Jewelry Professional, Colored Gemstones, Cultured Pearls, Karat Gold Jewelry, Platinum Jewelry, Selecting Real Jewelry, and Sterling Silver Jewelry and Gifts.

Prices for the brochures vary according to quantity ordered, and JA members receive a discount. To order, call JA at (800) 223-0673 or (646) 658-0246, or fax (646) 658-0256. A fax-back order form can be printed from the Marketing section of the JA Web site at www.jewelers.org.