Lawsuit Accuses Zales of False Ads
MILWAUKEE (AP) -- A Wisconsin company that analyzes the quality and beauty of diamonds has accused jewelry giant Zales of false advertising and misleading consumers.
The federal lawsuit filed by diamond evaluation services company GemEx Systems Inc. involves the quality of Zales' so-called Celebration Diamond.
The Mequon-based company claims only its technology can do a light performance analysis of the gems, and Zales has mislead its customers by claiming reports done by a GemEx competitor are equivalent.
The lawsuit filed last week in U.S. District Court in Milwaukee says GemEx provided diamond grading reports to Zales for two years before the business relationship ended.
Zales spokesman David Sternblitz says the lawsuit is without merit and the company will fight it vigorously.
The lawsuits seeks unspecified damages.
(Copyright 2008 by The Associated Press. All Rights Reserved.)