[Jewelry making - Article 00166] - Re: [Orchid] Synthetic & Simulant Gem Nomenclature

[Glenn Vaughn]

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Let me see if I get this corrrect:

    Natural Corundum (which is aluminum oxide) is natural because it is
    dug from the earth regardless of treatment. 

    Synthetic Corundum (which is aluminum oxide) is not natural because
    it is dug from the earth and treated. 

    Is one more valuable than the other - absolutely since value is a
    function of availability. Is one better than the other - depends on
    what is meant by better. 

    Is it the MORAL DUTY of a jeweler to always present a "natural"
    stone to a customer first? If the definition of moral is "ethical"
    and you are adhering to the ethics of the Trade, the answer is yes.
    Personally if I enter a shop and ask for something and the proprietor
    tries to sell me the most expensive item without giving me my options
    (or at least inquiring about what I am looking for), I am liable to
    leave and go somewhere else. 

    Is the general public less educated than the average jeweler? When
    it comes to jewelry the answer is yes. Is it the responsibility of
    the jeweler to re-educate the public? This is a difficult question to
    answer. If re-educate is explaining the options and differences -
    then probably yes. If re-educate is changing the mind of the customer
    - then probably not. Each side of a transaction has specific
    functions and obligations to perform during the process. The customer
    needs to clearly relate what they want - the seller needs to listen
    to the wants, evaluate them and offer products to the customer that
    meet the wants he/she has expressed. 

    Business has a tendency to forget that the customer is what keeps
    them in business. A couple of examples come to mind of where business
    has done things to take advantage of the customer. The first is
    coffee - when wqas the last time you saw a 16 ounce can of coffee? It
    used to always come in a 1 pound can - not the same can is as low as
    11 ounces yet the price was not reduced (when the first size
    reduction took place, the explanation was that the grind required
    less coffee to produce the same strenght). The second is happening
    now (and has been for about a year) - ice cream. This has
    traditionally come in half-gallons - 64 ounces. Now the same
    containers are 56 ounces yet the price is the same or higher (I want
    to see this one explained that the ice cream requires less for the
    same satisfaction level). 

    A business should (in my opinion) always strive to be honest and
    clear about what they are selling. Sadly this is not the case with
    many in business today - and it is usually not small businesses that
    attempt to fool the customer. How many times have you seen an ad on
    TV that make spectacular promises the flashes a huge disclaimer on
    the screen in tiny type for just a few seconds? Have you shopped at
    Safeway recently and seen the signs about their "Ranchers Reserve"
    beef that says "aged to perfection"? In truth only selected cuts are
    aged - and then for 4 days - the rest is Cryo-Pack; vacuum seald and
    flash frozen while still warm. I am sure all of you can think of
    examples as well. 

    I miss the "good old days" when the customer was always right and
    high-pressure was reserved for Insurance and auto salesmen. 

Glenn Vaughn


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