Overstock Auctions Policy Change on Use of the Word "Diamond" In Listing Titles

[mandy]

Post subject: Reminder - Diamond Policy is now in effect 
The following is the email that was sent out to all of our sellers that use the term "Diamond" in their titles and subtitles.

As you may have discovered, the Jewelry & Watches category is among our best performing categories on Overstock.com Auctions. However, we have found that some of our Diamond Jewelry listings may be misleading to some of our customers.

Our current policy regarding Diamond Jewelry states:

“The word ‘diamond’ may only be used without qualification to describe a natural mineral consisting essentially of pure carbon crystallized in the isometric system, with a hardness of 10, a gravity of approximately 3.52 and a refractive index of 2.42.”

Regarding Cubic Zirconium jewelry, our policy states:

“Listings for a Cubic Zirconium stone may use the word ‘diamond’ in the item title or description only if the word is immediately preceded or followed by the words ‘simulated’ or ‘imitation.’ The item description must contain the words ‘Cubic Zirconium.’”

Finally, our policy says the following regarding lab-created or lab-grown gem stones:

“Stones that have the appearance of natural stones and are chemically equivalent, but are not natural must be qualified with the words ‘laboratory-grown,’ ‘laboratory-created,’ [manufacturer name]-created," "synthetic," ‘imitation’ or ‘simulated.’ Stones that are not chemically equivalent must be qualified with the words ‘simulated’ or ‘imitation.’”

After some careful evaluation of buyer feedback, it has come to our attention that many of our buyers feel that some of our listings represented as “Diamond Jewelry” cause confusion. Therefore, we have decided to modify the policy regarding Diamond Jewelry listings.

Effective March 30, 2007, the word “diamond” may be used without qualification in the title or sub-title of an auction where the item being sold has or is an actual, natural diamond. Sellers of synthetic or lab-created diamonds or diamond jewelry may use the word “diamond” in their title or sub-title only if they qualify the auctions with the terms in the aforementioned policy.

Sellers of Cubic Zirconium jewelry or any other jewelry that uses materials that are made to look like a diamond may not use the word “diamond” in the title or sub-titles of their auctions. For example, we will no longer allow sellers to use phrases such as, “Diamond Ring – CZ” or “Diamond Imitation Ring” in the titles or sub-titles of their auctions.

We appreciate your dedication to Overstock.com Auctions and wish you the best in 2007. 

discussion on Overstock's forum: http://forums.auctions.overstock.com/vie...hp?t=17011