Enhancements and Disclosure: What Your Customers Should Know

Your best customers, Mr. and Mrs. Stone, come into your store, hoping to purchase emerald earrings to go with the five-carat emerald you sold them four years ago. The Federal Trade Commission (FTC) tells us that consumers have the right to know about gem enhancement – and the list of enhancements that need to be disclosed is long. Imagine yourself saying something like this: “Before I show you any gems, let me explain something to you. Emeralds are always oiled to make them look better. Well, actually, now they use Opticon. Opticon? Oh, nothing to concern yourself with, it's just some resin with epoxy – you know, like a glue to hold it in better. It makes the emeralds look better than they really are. Yeah, it affects the price, but only by about 30%. The one I sold you four years ago? Well, oil, I think, maybe some Opticon – we really weren’t too sure back then. “Tanzani
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