Diehl's Jewelers
201 Strykers Road, Suite# 19-322 • Phillipsburg, NJ 08865 • Kris@DiehlsJewelers.com

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Wednesday, July 06, 2011
More Misleading Terms
by Kris Schmid
Continuing with the misleading terms theme brought my mind to some other things I’ve seen.

I saw a recent advertisement that said its watches were made in a “swiss supervised” factory. This may mean that they actually have one swiss guy at the Chinese factory where the movements are made. I recently had a watch from this same brand that had all of the numbers fall off the face. The numbers on this brand were glued directly to the face instead of the correct way, which is to have two posts on each marker that fit into the dial of the watch.

Another watch brand used to advertise that their watches were made of “Italian resin”, which is of course a euphemism for plastic. A pen company used to market their pens as precious resin; also plastic.

Another major culprit is TV advertising for “col...
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AT: 07/06/2011 01:04:41 PM   0 COMMENTS
Friday, June 24, 2011
The Case of the Stainless Steel Case (Back)
by Kris Schmid
I had a customer in the other day that bought a watch on sale at a gift store for $25 and was having it sized. It was some randomly named cheap knock off styled like a famous brand watch. After I sized the band, she commented on being glad to find such a cheap watch with a stainless steel band. I said “it isn’t a stainless band, it is a base metal plated band.” She said the back said “stainless steel.” The back actually said “stainless steel back.” This lead me to think about all the misleading or confusing terminology used in the jewelry business. This gave me lots of ideas for my blog, which is good because I often suffer from writers block.

“Stainless Steel Back” refers to the case back only. “Stainless Steel Case” is used to refer to the whole watch being stainless steel. Plated base metal usu...
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AT: 06/24/2011 03:36:56 PM   0 COMMENTS