Mehul Shah, President of the World Federation of Diamond Bourses (WFDB)
During the ongoing Vicenzaoro jewellery exhibition in Italy, at a closed-door meeting held in connection with the CIBJO Centenary Congress, Mehul Shah, President of the World Federation of Diamond Bourses (WFDB), and newly appointed CIBJO Director, highlighted the importance of consumer awareness through proper declarations.
He said, “Our key agenda should be consumer awareness and protection. Every region or country has its own language under which various terminologies are used. Instead of spending time on the usage of “lab grown” or “synthetic” as terminologies, let us focus on “One Line Declarations.” He added, “We are not above any governments as only respective governments can enforce rules. I urge all trade bodies come together, and appeal to governments in the interest of consumers to prescribe declarations in local language related to terminologies concerning lab grown or synthetic diamonds that can be globally implemented.
Importance of consumer declaration:
Speaking on the importance of consumer declarations, Mr. Shah emphasized that consumers, jewellers, retailers and traders must be clearly informed and educated on appropriate terminologies and wordings in their local languages. “A person who does not understand English may not fully grasp terms such as ‘Synthetic Diamonds’ or ‘Lab-Grown Diamonds.’ Terminology is meaningful only when it is understood, accepted and implemented by everyone. It must be communicated in a manner that is clear and easily understood by the people who are expected to use it.” He gave simple examples such as, declarations on Cigarette boxes mentioning “smoking is injurious to health’, or liquor labels explaining the level of alcohol content and warnings such as “Do not drink and drive”. He made an emphasis on such consumer awareness declarations that needs to be taken up by local governments in local languages in the interest of consumers buying synthetic or lab grown diamonds. Global terminologies should be supported by local-language education and communication, so that the same level of clarity reaches manufacturers, wholesalers, retailers and ultimately consumers in every market.
Mention in Grading Certificates:
Mr. Shah said that even grading certificates issued by local and International entities should carry such terminologies as “Lab grown” or “Synthetic” in local language for easy understanding by consumers and retailers alike.
Natural Diamond Mark:
In his address he also suggested that Natural Diamonds in turn should have a trade mark such as “Natural Diamond Mark” like “Wool Mark”, which is a world-renowned certification mark that guarantees a product is made from 100% pure new wool and meets strict quality and performance standards. A “Natural Diamond Mark” would thus clearly signify that any diamond bearing the mark is exclusively a natural diamond. Such a system would strengthen consumer confidence, provide greater transparency, and help eliminate doubts, misconceptions and confusion in the minds of consumers.
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