IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 YearsThe Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.
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
Editors' Picks
Sponsored by
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 & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter AwardReeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac PendantThe piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the FutureSupplier Spotlight Sponsored by GIA
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement RecoveryCEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.
Weekly QuizMar 14, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit BhansaliBhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.
IndependentsMar 12, 2025
Marla Aaron Migrates to LondonThe New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for SaleA metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo LineupsOrganizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC LuncheonKenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red CarpetAhead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, CampaignFounded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer DatabaseThose attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual LuncheonThe organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at GIA.
MajorsMar 10, 2025
Terry Chandler to Retire After 24 Years as Head of DCA Chandler started his jewelry career at Michelson Jewelers, joining the Diamond Council of America as president and CEO in 2001.
CollectionsMar 10, 2025
MaeVona Co-Founder Debuts 3D-Printed ‘Tùsaire’ CollectionScottish American designer Maeve Gillies collaborated with Platinum Guild International on jewelry created by direct metal 3D printing.
Events & AwardsMar 10, 2025
The Jewelry Symposium Announces 2025 Scholarship WinnersAhead of its trade show in May, TJS awarded free registration and accommodations to five up-and-coming jewelry industry professionals.
Events & AwardsMar 10, 2025
These Designers, Journalists, and Retailers Are Up for a Gem Award The 2025 Gem Awards are set to take place Friday at Cipriani 42nd Street in New York City.
MajorsMar 07, 2025
Jane Fonda, Mariska Hargitay Star in Pomellato’s IWD CampaignThe annual star-studded campaign for International Women’s Day encourages collective action against domestic violence.
CollectionsMar 07, 2025
Piece of the Week: Yeprem’s ‘Golden Strada’ NecklaceThe statement piece is seen in Yeprem’s new “You Play the Game” campaign, created for International Women’s Day.
