WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
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
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
SourcingMar 25, 2026
Rob Bates Steps Down as JCK News Director After 28 years with JCK, the veteran industry journalist is launching his own publication on Substack called The Jewelry Wire.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
WatchesMar 24, 2026
Christie’s Names New Senior Specialist, WatchesFormer Sotheby’s executive Tom Heap has taken on the London-based role.
CrimeMar 23, 2026
NYPD Looking for 3 Jewelry Store Robbery SuspectsThe group of women allegedly robbed two Catbird stores and one Gorjana location on the afternoon of March 9.
FinancialsMar 23, 2026
Movado’s Q4 Sales Rise As Demand Grows From Younger Shoppers, WomenMovado CEO Efraim Grinberg noted continued strength in the fashion watch and accessible luxury segments in the U.S.
TrendsMar 23, 2026
Marco Bicego’s New Campaign Showcases ‘The Art of Craft’After celebrating 25 years in 2025, the campaign marks a new chapter for the jewelry brand with the message that “Identity Creates Value.”
Events & AwardsMar 23, 2026
These Watch Brands Are Heading to Couture This YearCouture and Time to Watches announced the watch brands, from big names to independents, attendees will see at the show.
FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
