New Gold Jewellery

In your pursuit, you will no doubt come across a gold jewelry vendor who uses the strategy of "wholesale to public". This may sound tempting, but according to the Lanham Act, in the section that deals with federal trademark/unfair competition rules, those who make these types of claims by stating a false or misleading description of fact as to the origin of there goods can be held liable in a civil action.

In addition, gold jewelry vendors should be aware of the FTC Guideline that clearly states: "retailers should not advertise a retail price as a 'wholesale' price. In other words, they should not represent that they are selling at 'factory' prices when they are not selling at the prices paid by those purchasing directly from the manufacturer."