Jewelers of America (JA) recently updated three of its “What You Should Know About …” consumer brochures. The booklets are designed to be used by retailers at the sales counter to 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 updated brochures are “Colored Gemstones,” “Platinum Jewelry,” and “Care and Cleaning.”

In addition to the three updated brochures, nine others are available from JA: “Bargains and Discounts,” “Birthstones,” “Buying a Diamond,” “Buying a Fine Watch,” “Choosing a JA Jewelry Professional,” “Cultured Pearls,” “Karat Gold Jewelry,” “Selecting Real Jewelry,” and “Sterling Silver Jewelry and Gifts.”

Prices for the brochures vary according to the quantity ordered, and JA members receive a discount. An 8-pocket or 15-pocket countertop display is available to hold the brochures. To order, or for more information, call (800) 223-0673, (646) 658-0246, fax (646) 658-0256, or print a fax-back order form from the marketing section of the JA Web site, www.jewelers.org.