Zeeman corrects “misleading” diamond campaign

Zeeman has published a correction regarding the price comparison of its laboratory-grown diamonds in order to avert legal proceedings. On Friday, the retailer reached an agreement with jeweler Gisser, who had previously taken legal action due to misleading information.

Summary proceedings

The issue arose after the launch in early September of a silver pendant with a synthetic diamond for €29.99. Zeeman compared that piece of jewelry with products at jewelers that, according to the chain, are often ten times more expensive, much to the displeasure of Ammar Katib, owner of jewelry company Gisser.

He pointed out that jewelers generally work with gold, which he said is about eighty times more expensive than silver, and that lab-grown diamonds at jewelers are often larger. According to him, Gisser would charge similar prices for identical materials. The jeweler therefore initiated summary proceedings. At the start of the hearing in The Hague, the judge asked whether the parties could reach a solution among themselves. After a recess, both parties decided to reach an agreement.

Zeeman then posted a correction on its website. The chain acknowledges that the price comparison used is not representative and that prices of jewelry with lab-grown diamonds cannot always be compared on a one-to-one basis. The textile discounter says it never intended to misinform consumers.