If people who buy that seller's items are paying less than if they bought elsewhere, then yes, people probably are being conned (by this seller).

That sort of statement can backfire. Some people might be conned by the flashy ads on tv from people claiming to be the cheapest, but a lot of those sorts of ads turn just as many people off, if not more. You can overdo the hype. I personally run a mile from such sellers.

The most amusing thing to me is that the seller has "don't risk buying a cheap copy" as a subtitle on some Mimco earrings, but twice - in responding to negs for fake Mimco jewellery - they claimed literally no one copies Mimco jewellery.