Dear Colleagues from the Jewellery Industry,
As you must be aware, over the last few weeks, RL 1854 launched a campaign in all the major Indian dailies to educate and forewarn customers about the distortions prevalent in the industry from the misuse of the trade term ‘1-gm gold’, specifically distortions created by some fraudulent traders to give a false perception of gold content in imitation jewellery by reference to its ‘weight’.
I received a lot of feedback on this campaign and even saw some action (one trader changed their advertising campaign to simply distort it in another way). However, I’ve come to realize that an education campaign is not nearly enough. We, as industry players, need to make a more serious and concerted effort to safeguard the interests of our customers.
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