<h1>Legal risks for jewellery firm using 'world's first' claim, celebrity endorsements, bespoke certificates, and inscribed logos</h1> A jewellery company announced a new flower-shaped solitaire cut, claiming it is the 'world's first' and launched a signature collection nationwide. The company markets laser-inscribed logos on each stone and a bespoke gemological certificate from an independent institute to authenticate pieces. The release features promotional endorsements from a celebrity partner and an industry certification body's executive. Legal considerations include potential intellectual property claims (design and trade dress), truth-in-advertising risks from the 'world's first' assertion, the evidentiary role and reliance on the bespoke certificate for authenticity, and consumer protection and warranty obligations tied to quality representations and pre-booking sales.