NOMENCLATURE & DISCLOSURE POLICY
1. Purpose of This Policy
The purpose of this policy is to ensure that all diamonds, gemstones, and jewellery sold by De Vere Brilliance Limited (Trading as De Vere Brilliance) are described and marketed with absolute transparency, accuracy, and compliance with UK and international trade standards.
We recognise that consumers must be able to make informed choices based on correct information.
2. Scope
This policy applies to:
All laboratory-grown diamonds sold by us.
All precious metals and gemstones incorporated into our jewellery.
All product descriptions, marketing materials, advertising, and sales communications.
3. Laboratory-Grown Diamond Nomenclature
3.1 All diamonds sold by us that are created by human technology are clearly and consistently described as “laboratory-grown”, or “laboratory-created” diamonds.
3.2 We never use misleading terms such as “lab-grown diamonds” “cultured diamonds”, “real diamonds” (without qualifier), “aboveground diamonds”, “eco diamonds”, “green diamonds”, or any other wording prohibited by ISO 18323 or CIBJO.
3.3 Acceptable descriptors we may use include:
“Laboratory-grown diamond”
“Laboratory-created diamond”
“Synthetic diamond” (if appropriate context requires)
The CIBJO Laboratory-Grown Diamond Guidelines can be found here: LGD-Guidelines-CIBJO-Final-2024.pdf
4. Diamond Treatments & Enhancements
4.1 If any laboratory-grown diamond has undergone post-growth treatments (such as HPHT enhancement or fracture filling), this will be clearly disclosed in writing at the point of sale and on the accompanying documentation.
4.2 Untreated laboratory-grown diamonds are described as such where appropriate.
5. Certificates & Grading Reports
5.1 All laboratory-grown diamonds above 0.25ct are sold with an independent grading report from a recognised gemmological laboratory (e.g., IGI, GIA, HRD).
5.2 Certificates always identify the diamond as laboratory-grown.
6. Precious Metal & Hallmark Disclosure
6.1 All jewellery containing precious metals above statutory thresholds is hallmarked by a UK Assay Office in accordance with the Hallmarking Act 1973.
6.2 Metal fineness (e.g., 18ct gold, 950 platinum) is always disclosed in product descriptions.
7. Marketing & Advertising Transparency
7.1 All marketing and advertising claims comply with the UK CAP Code and ASA guidance.
7.2 We ensure that environmental claims about laboratory-grown diamonds (e.g., renewable energy sourcing, lower carbon impact) are evidence-based, substantiated, and not misleading.
7.3 All imagery and terminology used on our website, social media, or advertising clearly distinguishes laboratory-grown diamonds from natural diamonds.
8. Online & Product Page Disclosure
8.1 On each product page, the diamond type is disclosed adjacent to the “Add to Cart” button and in the product specification section.
8.2 The term “laboratory-grown diamon”” is never omitted in descriptions, even in casual references.
9. Customer Communication
9.1 Our staff are trained to always use correct terminology in verbal and written communication with customers.
9.2 Customers will never be misled into believing they are purchasing a natural diamond when they are purchasing a laboratory-grown diamond.
10. Enforcement & Monitoring
10.1 This policy is reviewed regularly to ensure compliance with changes in law, trade standards, or ASA rulings.
10.2 Breaches of this policy by staff or marketing agencies may result in disciplinary action or termination of contracts.
11. Consumer Rights
Consumers who purchase from us have the right to:
Receive full and accurate disclosure regarding the nature of their diamond.
Obtain supporting certification or hallmarking evidence.
Receive remedies under UK consumer law if products are misdescribed.
12. Contact Us
For any queries about our nomenclature and disclosure commitments, contact:
De Vere Brilliance Limited
Email: hello@deverebrilliance.com