[Jewelry making - Article 00842] - Re: [Orchid] ABI's Platinum/Sterling Alloy

[Beth Rosengard]

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>         No matter how it is marketed it must conform to the FTC Guides
>     and that is the real issue. Untill ABI resolves with the FTC how to
>     mark and market the platinum content of their sterling alloy there
>     is a problem with using it. 

    What if ABI advocated stamping their alloy .925 (which is quite
    proper) *and* Abium (or whatever trade name they come up with).  And
    then, what if they got on the stick and spent some money on consumer
    and trade advertising to explain, simply: 

    "Abium is the trade name for sterling silver alloyed with platinum
    (and whatever). Unlike white gold (and/or copper-alloyed sterling
    silver), it has the advantages of ... yada, yada." 

    That's what they *should* do, in my opinion, if they want to get
    this alloy off the ground. And I can't see how the FTC could have a
    problem with this considering that the pieces would not be stamped as
    platinum and the ad copy would be a factual explanation of
    components, plus whatever hype ABI wants.

Beth

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