Bangladesh Jeweller's Association (BAJUS) has called on buyers to be more careful to avoid fraud in purchasing diamond ornaments as a group of businessmen are involved in running a fake brand in the name of a member of the organisation.

The trade body came up with the warning in a discussion held at Bashundhara City Shopping Complex on Monday.

In a statement, the organisation mentioned that some dishonest businessmen are trading diamonds in the name of 'Diamond House', a member company of BAJUS that has no showroom outside Bashundhara City.

“ The BAJUS authorities have notified that some diamond showrooms are doing business in the name of ‘Diamond House in Pink City Gulshan, Metro Shopping Mall Dhanmondi, Twin Towers in Shantinagar, Fortune Shopping Mall in Mouchak, Rajlokkhi Complex in Uttara, and several places in Chattogram,” read the release.

The BAJUS standing committee on pricing and price monitoring organised the discussion on the guidelines for the purchase, sales, and marketing of jewellery items, including diamonds.

Badal Chandra Roy, general secretary of BAJUS, BAJUS vice presidents Reponul Hasan, Masudur Rahman and Shamit Ghosh Apu, adviser Ruhul Amin Rasel, standing committee vice chairman Enamul Haque Bhuiyan Liton and member secretary Bablu Dutta were present on the occasion.

The BAJUS has urged the law enforcement agencies to take action against the diamond jeweller if any customer is cheated by the fake business entities. The trade body formulated a guideline for the purchase, sales, and marketing of the jewellery items in June this year to ensure transparency in the industry.