An appeal to the sector, to marketplaces, and to consumers.
By Manuela Soares
ArtOuro & Gems
In recent years, the internet has profoundly transformed the way we buy jewelry and gemstones.
Today, any consumer can access thousands of products with just a few clicks, compare prices instantly, and receive a piece of jewelry at home without ever visiting a physical store.
This democratization has brought countless opportunities for reputable companies, broadened access to information, and brought the public closer to the fascinating world of natural gemstones.
But it also brought a challenge that can no longer be ignored: the lack of transparency in the descriptions of many products sold online.
As a professional who has worked in the gems and jewelry industry for decades, I have been watching with growing concern the trivialization of technical information, the use of imprecise terminology, and, above all, the lack of transparency in many product descriptions available on the internet.
I'm not writing this to point fingers. I'm writing because I believe that trust is the most valuable asset in our market. And trust only exists when there is clear information.
Consumers have the right to know what they are buying.
Every person who buys jewelry or gemstones should receive essential information in a simple and objective way:
- Is the stone natural?
- Is it synthetic?
- Did you receive treatment?
- What is its origin?
- Does the nomenclature used follow standards recognized by gemology?
This information isn't just technical detail. It directly influences the value, rarity, and expectations of the consumer.
There is no problem in marketing synthetic or man-made materials.
The problem begins when these differences cease to be communicated clearly.
Natural and synthetic are not the same thing.
We need to adopt a single, transparent language.
A natural gemstone is the result of geological processes that took millions of years.
A synthetic gemstone is a man-made gemstone, regardless of whether it is commercially described as "created" or "laboratory-made."
Each category has its own characteristics, specific applications, and its own market.
The consumer has the right to choose any of them. But this choice is only free when there is accurate information.
Recently, the CIBJO – World Jewelery Confederation This understanding was reinforced by the publication of new guidelines for the colored gemstone sector, highlighting the importance of standardizing nomenclature and transparency in communication with consumers.
I believe these recommendations represent an important step forward for the entire industry.
When marketing goes beyond the limits of information.
Another phenomenon that deserves reflection is the growing use of commercial expressions that lack gemological recognition. It is increasingly common to find descriptions such as:
- "Paraíba Crystal"
- "Paraíba Stone"
- "Emerald created"
- "Paraíba synthetic tourmaline"
- "Zirconia ring with Paraiba crystal"
These expressions can lead consumers without technical training to believe that there is a gemological relationship between these materials and renowned natural gemstones.
Paraíba Tourmaline, for example, is one of the rarest and most valuable gemstones in the world. Its name is associated with a specific geographic origin, unique chemical characteristics, and international recognition.
Using this reputation to promote materials that have no gemological connection to this variety creates confusion, compromises the consumer's purchasing decision, and weakens the credibility of the entire sector.
Similarly, we must avoid the trivialization of commercial names for colors and varieties without gemological recognition, created solely to increase the commercial appeal of certain products and generate traffic.
The problem is not just commercial.
It is also educational.
When incorrect information is repeated in marketplaces, advertisements, and product pages, it creates a distorted perception of what natural gemstones are, what defines their value, and the serious work carried out by miners, lapidaries, gemologists, and jewelers.
Over time, this reduces consumer confidence. And a market without trust loses value for everyone.
The responsibility of marketplaces
Marketplaces have revolutionized retail. But this revolution also brings responsibilities.
Just as there are regulations for food, medicine, and financial products, I believe the gems and jewelry sector needs to evolve towards minimum disclosure standards.
Consumers should be able to easily find clear information about:
- nature of the material;
- treatments performed;
- declared origin;
- correct nomenclature.
Transparency shouldn't be a differentiator. It should be the standard.
A commitment to the future
The natural gemstone market is experiencing an extraordinary moment.
There has never been so much interest in authenticity, traceability, origin, and purpose.
Consumers want to know the story behind the stones. They want to understand their origin and trust the brands they choose.
This trust will only be built on a solid foundation of accurate information.
My appeal
As a businesswoman, industry professional, institutional representative, and someone passionate about the world of Brazilian natural gemstones, I invite the entire production chain to make a collective commitment to transparency.
That manufacturers, jewelers, marketplaces, influencers, specialized media outlets, and industry entities use correct terminology, disclose treatments clearly, and respect the consumer's right to information.
Because, in the end, we're not just trading stones or jewelry.
We are preserving the credibility of a market built over generations.
And trust will continue to be the most precious asset we can offer our clients.
Manuela Soares
ArtOuro & Gems
No comments yet...