There are two parts: lying, deception and consumer exploitation; and human rights issues.

I'll start with the lying and deception. These companies should not be allowed to get away with false and deceptive advertising, and continue to profit by lying and exploiting the unknowing public which has come to trust these companies. Consumers have come to "trust" these brands, but their trust now very misplaced. These companies are rationalizing their behavior by insisting that what they are selling is what they say it is, despite every major gem testing lab in the world making it clear they are not, that they are fakes; they choose to believe the vendor from whom they are buying them -- Effy Hematian, CEO of Effy Jewelry -- when he tells them they are simply "treated ruby." Effy Hemation knows exactly what they are, and has set them in lovely jewelry designs, at prices that are very attractive because no one can get comparable "ruby" jewelry elsewhere at comparable prices. EXCEPT they are NOT RUBIES! He's been getting away with lying, and the stores have been getting away with selling them, because when a consumer DOES find out what they have, they lose interest in suing the company as soon as they get back their money.

The newest twist is their LIFETIME WARRANTY. BUT it becomes null and void if anyone other than the store (or branch) from which they purchased it does any work -- such as simple resizing -- because they know that if anyone works on them and then puts them in the cleaning solution, they will be ruined immediately and the person will learn what they really have -- a "blend" of a little bit of ruby and a LOT of HIGH-LEAD CONTENT GLASS! Many of these "rubies" are over 40% lead glass, and the "weight" of the ruby is not "ruby" but the combination of ruby/glass, and since lead glass is so heavy, one of these rubies that is described as weighing 2 carats actually has only about 3/4 carat, and it's actually "corundum" -- the mineral that is known as ruby only when it is a transparent red gem of high quality, which these are not; they are extremely low quality, often not even red/pink to begin with!

On the human rights side -- the humanitarian side of this -- the poor, ignorant people in third world countries who are making these products are inhaling lead fumes that may kill them, and they don't even know it.

I also think that in addition to the petition, we should send letters, boycott their stores, file complaints with the FTC, file complaints against them with the Better Business Bureau, and bring law-suits/class action suits against them if YOU are someone who bought a lead-glass ruby fake believing it to be genuine ruby.