Information and Alerts

Ad Review

3/9/2021
BBB's role in the marketplace is to ensure the public's confidence in advertising and to promote trust in business. In BBB's general review of advertising, we note this company's web site claims to sell lab grown Bianco diamonds. We received a complaint from one of their customers regarding the inauthenticity of the product he purchased from them. The customer provided copies of messages, where the company assured him he was purchasing a lab grown Bianco diamond. However, upon receipt and inspection of the product, the customer realized it was in fact CZ, not the lab grown diamond he was promised he was purchasing.

To date, we have not received a response to the Consumer Complaint. In an effort to better understand the company and its advertised products, we hope to gain as much information as they are willing to provide.

First, we request the first and last name(s) of company owner(s).
Second, we request copies of Auctioneer Licenses for all who are liable for such, and for the company, if applicable in Georgia.
Third, we request proof that they are selling authentic, lab grown Bianco diamonds. In their correspondence with their customer, they stated there was a mix up when the item was shipped, and the wrong product was shipped to their customer. What measures will be put in place to ensure this does not happen in the future? Their website leads Consumers to believe their company is a direct seller of Bianco diamonds, yet their correspondence with their customer would suggest otherwise. Their website also attempts to lead Consumers to believe Bianco diamonds originated with them, by using suggestive verbiage such as, "Long before De Beers announced its own synthetic diamond line known as Lightbox, we launched our own Bianco Diamond line.
Started in the 70s, our diamonds have established a reputation for themselves as the gem of choice for the discerning buyer."

According to BBB's Code of Advertising;

"19. Bait Advertising and Selling
A "bait" offer is an alluring but insincere offer to sell a product or service which the advertiser does not intend to sell. Its purpose is to switch consumers from buying the advertised product or service, in order to sell something else, usually at a higher price or terms more advantageous to the advertiser.

19.1 No advertisement should be published unless it is a bona fide offer to sell the advertised product or service.

19.2 An advertiser must not create a false impression about the product or service being offered in order to lay the foundation for a later "switch" to other, more expensive products or services, or products or services of a lesser quality at the same price. Subsequent full disclosure by the advertiser of all other facts about the advertised product does not preclude the existence of a bait scheme.

19.3 An advertiser must not use nor permit the use of the following bait scheme practices:

19.3.1 Refusing to show or demonstrate the advertised product or service;

19.3.2 Disparaging, for example, the advertised product or service, its warranty, availability, services and parts and credit terms;

19.3.3 Selling the advertised product or service and thereafter "unselling" the customer to make a switch to another product or service;

19.3.4 Refusing to take orders for the advertised product or service or to deliver it within a reasonable time; 19.3.5 Demonstrating or showing a defective sample of the advertised product; or

19.3.6 Having a sales compensation plan designed to penalize sales people who sell the advertised product or service.

19.4 An advertiser must have on hand a sufficient quantity of advertised products to meet reasonably anticipated demands, unless the advertisement clearly and conspicuously discloses the number of items available or states "while supplies last." If items are available only at certain locations, sites or stores, the specific locations, sites or stores must be disclosed. The use of "rain checks" is not a justification for inadequate estimates of reasonably anticipated demand.

19.5 Actual sales of the advertised product or service may not preclude the existence of a bait scheme since this may be merely an attempt to create an aura of legitimacy. A key factor in determining the existence of a "bait" offer is the number of times the product or service was advertised compared to the number of actual sales."

BBB's Code of Advertising can be viewed in its entirety at
https://www.bbb.org/code-of-advertising

BBB is seeking the company's voluntary cooperation in substantiating their web claims, with regard to authentic, lab grown Bianco diamonds, and direct sales.

BBB's objective is to preserve the selling efficiency of advertising in our market place.

4/23/2021
Connoisseur Auctions did not respond to BBB's inquiry.