1. Complete verbal disclosure must clearly take place prior to the completion of sale;
2. Complete written disclosure must be conspicuously included on each bill of sale or receipt in plain language and readily understandable to the purchaser. Written disclosure should normally be in English/Hindi and any relevant local language;
3. Disclosure must be immediately preceding or succeeding the description of the diamond and/or gold and must be equally conspicuous to that description.
4. See also the guidance provided in the Diamond Terminology Guideline below.

1. To make any representation that does not conform in all respects to these requirements in the selling, advertising or distribution of any gold, natural diamond, lab grown diamond, treated diamond, synthetic stones or diamond simulant defined in these requirements;
2. To make any misleading or deceptive statement, representation or illustration relating to origin, formation, production, condition, quality or fineness of any gold, natural diamond, treated diamond, lab grown diamond, synthetic stone or diamond simulant defined in these Requirements.
3. Representation includes illustrations, descriptions, expressions, words, figures, depictions or symbols shown in a manner that may reasonably be regarded as relating to the substance.
4. Selling includes offering for sale, exposing for sale, displaying in such a manner as to lead to a reasonable belief that the product so displayed is intended for sale. For avoidance of doubt this includes the accepted industry practice of ‘memo’, the practice of consigning goods, normally polished, to clients for pre-arranged periods for potential sale.
5. Advertising includes directly or indirectly promoting the sale or use of a product.
   -DIAMOND

The unqualified word ‘diamond’ must not be used to describe or identify any object or product not meeting the definition in the Definitions section below.

-NATURAL DIAMOND

Natural diamonds are created over a period of one to three billion years, at least 85 miles below the earth’s mantle under natural conditions of very high pressure and high temperature.

-LAB GROWN DIAMOND

Lab grown diamond is a diamond that is produced in a controlled technological process. A ‘man-made’, ‘laboratory created’, ‘laboratory-grown’, ‘lab grown’, ‘CVD’ or ‘HPHT’ and the description must be equally as conspicuous and immediately preceding the word ‘diamond’.

-SYNTHETIC STONE

The fact that a stone is wholly or partially synthetic stone must be disclosed at all times. A synthetic stone like Moissanite, Cubic zircon must only and always be disclosed as ‘synthetic stone’. Any terms that are designed to disguise the fact that a stone is synthetic or that mislead the consumer in any way must not be used. For example, the terms ‘natural, ‘real’, ‘genuine’, ‘precious’, ‘cultured’, ‘cultivated’ and ‘gem’ must not be used to describe a synthetic stone.

-TREATED DIAMOND

Treatment means any process, treatment or enhancement changing, interfering with and/or contaminating the natural appearance or composition of a natural diamond other than the historically accepted practices of cutting and polishing. It includes colour (and decolourisation) treatment, high pressure high temperature (HPHT) treatment, fracture filling, laser drilling and irradiation treatment and coating.

1. The fact that a diamond has been treated must be disclosed at all times.
2. A treated diamond must be disclosed as either ‘treated’ or with specific reference to the particular treatment and the description must be equally conspicuous and immediately preceding the word ‘diamond’.
3. A description of the type of treatment and the methods used to achieve the treatment must always accompany the diamond.
4. Any term that is designed to disguise that treatment has occurred, or to imply that a treatment is part of the normal polishing process or that misleads the consumer in any way should not be used. For example, the term ‘improved’ must not be used to describe a treated diamond.
5. Any significant effect on the diamond’s value caused by the treatment must be disclosed.
6. Any special care requirements that the treatment creates must be disclosed.

Diamond simulants must always be disclosed either as the mineral or compound that it is or as a ‘diamond simulant’, ‘imitation diamond’ or ‘fake diamond’.
The unqualified word‘diamond’ must never be used with diamond simulants.
Gemstones other thandiamond whose colour, cut and appearance might be misrepresented as a diamondshall always be referred to by its mineral name, and not described as‘imitation of diamond’. This could include gemstones such as quartz, sapphire,topaz, zircon and beryl.

– GOLD
All gold jewellery products must comply with relevant local, national and global trading standards
and applicable legislation.

1. All gold used inproducts must be accurately described in terms of fineness.
2. Gold must be checked atHallmark centres authorized by BIS, must be inscribed and accurately indicatethe quality of gold.