CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
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
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
WatchesMay 19, 2026
Here’s the AP x Swatch Pocket Watch That Caused PandemoniumThe $400 pocket watch is a blend of Audemars Piguet’s iconic eight-sided Royal Oak and Swatch’s unserious Pop watches from the ‘80s.
