Warning given on buying ‘diamonds’

Press, 14 July 1980, Page 4

Warning given on buying ‘diamonds’

The Consumers’ Institute has cautioned people about buying imitation diamonds advertised in the “New Zealand Women’s Weekly.” “These are not diamonds in any sense of the word, but are man-made and are properly called diamond simulants,” said the institute’s director. Mr R. J. Smithies.

“We believe these particular stones to be cubic zirconium oxide, which, we are authoratively told, is the latest and best diamond simulant yet to come on to the market. “Brilliance and fire are impressive but the stones are significantly softer than true diamonds,” he said.

Mr Smithies said that about 10 gem dealers imported the imitation diamonds, but they could obtain

them at a fraction of the price being asked by the advertiser.

“If these are indeed cubic zirconium oxide the prices being asked by this advertiser are outrageous,” he said. “The smallest, which is advertised at $37.50 is worth only about $6. The smm one, which the promoter sells at $375 is worth about $3l — including generous allowance for manufacturer’s and retail mark-ups plus sales tax.” The advertiser had insisted that his simulated diamonds were a later development than cubic zirconium oxide and that he had exclusive rights to the New Zealand market. But he would not disclose the name of his stones or source of supply, Mr Smithies said. The institute was also concerned that the advertiser in-

vited people to send very big sums of money to a post office box number without giving his place of business. A dissatisfied customer would not know where to go to get redress, and the guarantee was, therefore, meaningless. “Furthermore, the promoters say delivery can take up to 30 days so the customers are not likely to start making inquiries for at least a month after posting off their cheques,” Mr Smithies said.

If people wanted gems of any sort, they would be well advised to seek the advice of a recognised jeweller or gem merchant. They would be very unwise to send money to a post office box number with no other evidence about the identity of the advertiser, he said.