Why is it misleading for a jeweler to advertise as a wholesaler to the public?

Why is it misleading for a jeweler to advertise as a wholesaler to the public?

John Cordova (Vice President of Human Resources, Robbins Bros.) gives expert video advice on: What does buying my engagement ring 'wholesale' mean?; Can I buy my engagement ring wholesale?; Can I buy my engagement ring wholesale online? and more...

It is misleading for a jeweller to advertise himself as a wholesaler to the public, because it is against the law. The Federal Trade Commission has stated that the end user cannot be the wholesale buyer. The jeweller is selling to the end user, the person wearing the engagement ring. It is also unfair for the jewellers to call themselves a wholesaler when they really are not. In fact, the jeweller's responsibility is to take care of the guest, or the customer, by putting them in the right environment, and giving them the information and tools that they need in order to make an informed choice.