Last time, Sterling Canyon reported on the bogus and often misleading advertisements for “Diamonds”. We described the three types of stones and how they are advertised to an unsuspecting public.
Various advertisements depict their stones as “Hybrid” diamonds which according to the FTC (Federal Trade Commission) is not an allowed category. Another term used is “lab grown” and coated with real diamonds. If they are really “lab grown”, they should contain the same mineral composition and crystal structure as nature made diamonds. Why then would they need to be coated with real diamonds? Labs used by the JVC to verify these coatings claims could not. The advertisers would not substantiate their claims. The third description used by advertisers is “diamond alternative receives high grades from well-known labs.” The term “alternative” is not acceptable or recognized by the FTC to market diamonds or man-made diamonds. In other words, the “diamonds” are probably glass.
So there you go folks. Watch the wording on advertisements and claims, especially in magazines and internet. Even though the advertisers were not outright lying, they are desceptive to the ignorant consumer. Read the words carefully. Advertisers are smart and know how you think. Shine on!