There's absolutely nothing wrong that. Treatments are fine and common within the trade.
What is wrong is knowingly selling bleached pearls and describing them as "the highest quality", implying a worth, or price comparing them to untreated pearls - all of which Gemporia do routinely.
Treatments are fine if people are made aware that they're treated and they're described as such - it is then down to customer choice as to whether they want to buy them knowing that information.
Treatments are not fine if they're being used to knowingly mislead people - such as strengthening its colour by dyeing or diffusion, then price comparing against something of comparable colour, but is UNTREATED. Again, something that Gemporia routinely do (and which Adina did in this presentation that I reported, that the ASA have given a warning on).
They also have a habit of referring to 'Cultured' pearls as 'completely natural' too - which is a contradiction in itself. If a pearl is 'cultured', then it's impossible to be natural. The process of a 'cultured' pearl is adding something such as a bead or grain inside the Oyster shell to irritate it and make it form nacre around the bead or grain.
It can only be natural if the Oyster has formed without human intervention.
