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With Valentine’s Day just around the corner, the Federal Trade Commission has issued a new publication, “Puttin’ on the Glitz: What to Know When Jewelry Shopping,” to help consumers make smart decisions about buying gold, watches, gemstones, pearls, and diamonds.

The FTC recommends that consumers take time to compare prices and quality at several retailers, and if they’re unfamiliar with the seller — particularly if they’re ordering online — check its reputation with the Better Business Bureau or their state attorney general’s office.

The agency urges consumers to ask salespeople to write down any information they might rely on to make their purchase and to check out the store’s refund and return policy. If they’re ordering online, they should keep printouts of the Web pages with details about the transaction, including refund and return policies.

Some other tips include:

Gold – The word gold, used by itself, means all gold or 24 karat (24K) gold. Because 24K gold is soft, it’s usually mixed with other metals to increase its hardness and durability. But there’s a big difference between 14K gold and gold-plated jewelry.

Watches – Consider more than the price tag when you shop for a watch. Ask if a warranty or guarantee is included, how long it lasts, and what parts and repair problems it covers.

Gemstones – There’s a difference between laboratory-created gemstones and naturally mined stones. Stones created in the lab are practically identical (visually, physically, and chemically) to stones mined from the earth. The big difference is in the cost: laboratory-created stones are less expensive than naturally mined stones.

Pearls – Ask whether pearls are imitation, cultured, or real. A pearl’s cost depends on the size and the coating or “nacre,” which gives a real pearl its luster. Imitation pearls are man-made with glass, plastic, or organic materials.

Diamonds – When you buy a diamond, consider four criteria: cut, color, clarity, and weight, which is usually stated as karats. Each factor affects the price.

For copies of the consumer alert, “Puttin’ on the Glitz,” click here: http://www.ftc.gov/bcp/edu/pubs/consumer/alerts/alt011.shtm

The FTC works for the consumer to prevent fraudulent, deceptive, and unfair business practices and to provide information to help spot, stophttp://www.ftc.gov/ftc/complaint.shtm, and avoid them. To file a complaint in English or Spanish, click or call 1-877-382-4357. The FTC enters Internet, telemarketing, identity theft, and other fraud-related complaints into Consumer Sentinel, a secure, online database available to more than 1,600 civil and criminal law enforcement agencies in the U.S. and abroad. For free information on a variety of consumer topics, click http://ftc.gov/bcp/consumer.shtm.

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