CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
MajorsFeb 07, 2018
Zales Sued by Idaho Jeweler Over Google Search Results
A lawsuit filed in the District Court of Idaho alleges that the Signet-owned chain unfairly manipulated the search engine’s results.
A lawsuit filed in the District Court of Idaho alleges that Zales unfairly manipulated Google search results.
Twin Falls, Idaho--An independent jewelry store chain in the western United States is taking Zales to court.
Jensen Jewelers, which operates 14 stores in Idaho, Montana, Nevada and Wyoming, is alleging that the Signet Jewelers-owned corporation purchased a sponsored search result and advertisement via Google AdWords that read: “Jensen Jewelers – Black Friday 35% Off Storewide – zales.com” with a link that led to the Zales website.
Jensen states in the lawsuit that the ad was placed during the week leading up to Black Friday in 2016 and that it displayed if “Jensen Jewelers” was typed into the Google search engine.
Last month, Jensen’s attorneys filed a complaint and demand for jury trial in the U.S. District Court for the District of Idaho, where the company is headquartered.
The complaint accuses Zales of unfair competition and false designation of origin, common law trademark infringement, common law unfair competition and unjust enrichment.
The various charges pertain to the ad falsely representing Zales’ goods as being affiliated with Jensen, which was “likely to cause confusion … or to deceive” as Jensen and Zales are “direct competitors in the jewelry marketplace,” the lawsuit states.
Jensen is seeking to be compensated the amount that Zales profited from the use of the former company’s name, as well as legal fees. Attorneys wrote in the complaint and demand for jury trial that evidence showing the exact amounts would presented at a potential trial.
National Jeweler reached out to Jensen Jewelers and Zales’ parent company, Signet Jewelers, and both companies said it was their policy not to comment on ongoing litigation.
Jensen Jewelers was originally owned by the Jensen family, who opened their first store in Twin Falls, Idaho in 1956. While the family’s involvement in the store ceased in 2006, the retailer is still privately owned and headquartered in Twin Falls, employing more than 100 people across the company.
Jensen is ranked No. 38 on National Jeweler’s list of the top 50 specialty jewelry stores in North America, which orders companies by store count.
Zales has stores in all 50 states and was founded in 1924.
Its parent company Signet Jewelers ranks No. 1 on National Jeweler’s list of the biggest jewelry sellers in North America, with an estimated $5.74 billion in jewelry and watch sales in 2016. It also occupies the top spot on the list of top 50 specialty jewelry stores.
According to Signet, in
2017, Zales Jewelers and Zales Outlet accounted for 20 percent of Signet’s overall sales and operated 744 stores in the United States, plus 7 in Puerto Rico.
More on Majors
The Latest
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
Weekly QuizJul 25, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s LondonNext week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.
ColumnistsJul 22, 2025
The Gifting Gap: How to Market Jewelry Beyond the HolidaysEmmanuel Raheb shares the top five gifting moments outside of major holidays that jewelers should build marketing campaigns around.
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in AugustThe wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go VirtualThe mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm NecklaceThe charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.
MajorsJul 18, 2025
Plumb Club Elects New Board MembersThe organization elected its youngest vice president as it looks to draw in fresh talent.
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.
