May 11, 1998
New Spirit Jewelry
Many jewelers have created web pages and are selling to their customers
via the Internet. A check of many of these sites uncovers some valuable
information for consumers, and occasionally other jewelers can glean
valuable information from them, too.
One such site is that posted by New Spirit Jewelers and Crystal Gallery,
Shorewood, WI. The page itself is well organized and contains
information about jewelry offered by the company, along with
considerable material on the subject of crystals. Several links to other
jewelry-related topics are included, and for fun, you'll find a few
pages of jewelry jokes.
But the section that could be of most interest to jewelers is the one
titled "Diamond Alert." Click on this and you'll find a discussion about
laser drilling of diamonds, and another link will take you to the full
text of the recently-released Federal Trade Commission guidelines on
disclose of laser-drilled diamonds. If you have patience and can wade
through some legalese, it makes for some interesting reading, especially
some of the remarks from people in the jewelry industry who responded to
the call for comment.
The authors, store owners Diane Vandeveld and Mike McKnight, are quite
critical of the final decision handed down by the FTC, saying they are
too soft. This is interesting, because at the beginning of the page,
they indicate that they do not sell diamonds as part of their normal
product mix. So why devote so much of their web page to the subject? In
their words, addressing their customers, "Why should you care?
Well it's your hard earned money you spend."
- by Jack Heeger