Have you ever seen a fragrance advert? Smells are well known to evoke feelings - he's hardly saying it's a cure-all or anything like that. Proper fragrance adverts get away with much more - j'adore by Dior is one example, with that advert saying that "gold is cold, diamonds are dead" and that to "feel what's real" you should spray yourself that masks your real smell and contains various chemicals, and artificial colours.
Well whatever mate, Dior ain't AYAMIK! I will give him some credit, you said he claimed Tanzanite was trichroic following a jewellery sale but having watched a recording of that sale, as I suggested at the time, he didn't say that at all. He definitely said it was trichloric, and it is.
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