TechnologyJul 10, 2026
There’s a New Blind Box for Luxury Watches Collectibles platform Arena Club’s new Time Boxes could contain a Rolex or Patek Philippe watch.
OtherFeb 26, 2014
Alor battles Charriol in court, reverts to ‘Alor’
Alor will no longer sell jewelry under the Charriol brand in the United States, Canada and the Caribbean, as the two companies remain engaged in a legal battle over international distribution and Alor returns to selling jewelry under its own brand.
Noot Seear is the face of Alor’s new advertising campaign, which is promoting the return of the company selling “Alor” jewelry. Seear has walked the runways for a number of designers, been the face of two fragrances and had a role in the Tw
San Diego--Alor will no longer sell jewelry under the Charriol brand in the United States, Canada and the Caribbean, as the two companies remain engaged in a legal battle over international distribution and Alor returns to selling jewelry under its own brand.
Geneva-based Philippe Charriol International Ltd., or PCI, filed a lawsuit against Alor in California federal court in May 2013.
The extensive complaint alleges, among other things, that San Diego-based Alor is guilty of trademark infringement for selling Charriol “knock-off jewelry” in Australia and that Alor traded upon the “fame, goodwill, name and reputation” of the Charriol brand to build its own name and brand around the world.
“The relationship between A’lor and PCI has been deteriorating for years, caused particularly by A’lor’s plan to design, develop, and implement a competing line of jewelry in the territory and outside the territory,” court papers state. The “territory” refers to the U.S. and Canadian markets, the markets covered in the jewelry distribution agreement signed between PCI and Alor.
In July 2013, Alor fired back with a counterclaim, denying Charriol’s charges.
It accused PCI, along with Philippe Charriol himself, Ludovic Lesur and Kronos America LLC, of breach of contract and misappropriation of trade secrets and alleged that PCI was the one selling designs that infringed upon Alor’s trade dress and copyrights. In court documents, Alor stated that it first publicly displayed its nautical cable motif jewelry in the early 1980s, “prior to any other person or entity doing so.”
“PCI has engaged in a pattern and practice of diverting jewelry sales to PCI and away from Alor, in violation of copyright laws, trade dress laws and PCI’s contractual obligations to Alor,” court documents state.
As the lawsuit makes its way through the court system, Alor is moving forward with a re-branding, of sorts. In an announcement issued Feb. 17, Alor said it was “making a bold decision in 2014, returning to its roots” by reverting to its parent company brand name.
Established in 1979, Alor designed, created and manufactured stainless steel cable, 18-karat gold and diamond jewelry sold as “Alor.” In 1992, the company began its relationship with PCI and “re-branded” as Charriol.
In an interview with National Jeweler Wednesday, Alor declined to comment on the litigation. Regarding the ending of their relationship with PCI, Jack Zemer, who co-founded Alor with wife Sandy in 1979, only said that,
“We wanted to stay on our core values and we didn’t see that their direction is lined up with our direction.”
Over the next few months, retailers in the U.S., Canada and the Caribbean that carry Charriol will just sell through their existing inventory while Alor begins the process of providing them with Alor jewelry--which is already being sold in more than two dozen independents in Australia--as well as Alor-branded packaging, support materials and displays.
The Alor jewelry will join the company’s line of self-branded Swiss watches, which it debuted at Couture in 2013.
The transition with existing retailers is scheduled to take place through April, while the brand’s official re-launch is set for the Couture show in Las Vegas.
Alor Principal Ori Zemer, son of Jack and Sandy, adds that all of their current retailers already have been told in person by a Zemer family member about the transition. (Ori is the “or” in Alor while his brother Tal is the “Al.”)
“We wanted to make sure that our customers understand that the Zemer family is still behind everything that has been done since 1979,” he said.
In April, Alor will debut a new national print advertising campaign featuring model Noot Seear and photographed by Justin Coit, whose credits include working with well-known stylist Rachel Zoe. The lifestyle campaign will appear in Marie Claire, Harper’s Bazaar, Town & Country, Elle Canada, all Niche Media publications and other regional fashion media.
“We are very excited about this transition and we’ve had great responses from all our retailers,” Tal Zemer said.
More on Other
The Latest
TrendsJul 10, 2026
Jade Trau Creates a Constellation of DiamondsThe “Constellation Plié” collar, our Piece of the Week, features diamonds arranged in a constellation of shining stars.
SourcingJul 10, 2026
CFO of De Beers’ Consumer-Facing Division Leaves Company Shaun Wills joined the company in 2024 and was chief financial officer of the De Beers Brands and Consumer Markets division.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
WatchesJul 10, 2026
Brilliant Earth Expands Into WatchesIn honor of its 20th anniversary, the jewelry brand has released a limited-edition collection of Swiss-made timepieces.
Weekly QuizJul 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 09, 2026
Boucheron’s New High Jewelry Collection Is an Ode to the Human Touch“Human Being” highlights the similarities and differences between us through five sets of jewelry that celebrate fine craftsmanship.
WatchesJul 09, 2026
Damiani Group Finalizes Acquisition of Baume & MercierRichemont will continue to provide operational services for the watch brand for a period while the group prepares to integrate it.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
AuctionsJul 09, 2026
Pharrell Williams’ Joopiter Hires Former Bonhams Exec to Head New Watch DivisionNate Borgelt will lead the digital auction house and content platform’s new division as head of watches.
Events & AwardsJul 09, 2026
Halstead Names 2026 Grant WinnerEnoch Platero, founder and designer behind Enoch Michael, is the first Native American jeweler to win the award.
Events & AwardsJul 09, 2026
AGS, GIA Name 2026 Beatrice Shipley Scholarship WinnerAGS also announced the recipient of its “Women in Leadership” scholarship.
MajorsJul 08, 2026
Kendra Scott Joins ‘Shark Tank’ As Permanent Investor The founder of the billion-dollar jewelry and lifestyle brand will debut as a full-time “Shark” on the upcoming season of the show.
SurveysJul 08, 2026
Signet Jewelers Falls 5 Spots on NRF’s ‘Top 100’ Retailers ListPlus, why retailers should be ready to adjust as the U.S. population may decline this year for the first time since the Great Depression.
CrimeJul 08, 2026
Here’s What Thieves Stole From the Lalique Museum René Lalique’s “Woman Dragonfly With Open Wings” pendant, the first piece the museum acquired, was one of the jewels taken.
MajorsJul 08, 2026
Richline Group Promotes 2 ExecsArien Gessner and Moss Makhoulian have been elevated into newly created roles.
ColumnistsJul 07, 2026
Peter Smith: Diamond Branding and the Origin ParadoxA podcast prompted Smith to share his views on where origin fits into the natural diamond story and the viability of branded diamonds.
Events & AwardsJul 07, 2026
JA Announces 2026 Impact Initiative RecipientsThe association selected eight recipients for the funding program, which is in its second year.
TrendsJul 07, 2026
Amanda’s Style File: Ruby, White and Blue Whether celebrating America’s 250th birthday or the USA’s World Cup run, July birthstone jewelry can double as a patriotic accessory.
CrimeJul 07, 2026
Thieves Steal Millions in Jewels From France’s Musée LaliqueAround 20 pieces of jewelry were stolen from the museum dedicated to French jeweler and glassmaker René Lalique.
CollectionsJul 07, 2026
Robinson Pelham Is Partying Like It’s 1996The “Summer of ’96” campaign and collection celebrate the year the brand was founded for its 30th anniversary.
SourcingJul 06, 2026
Gemfields CEO Sean Gilbertson Steps DownAfter eight years, Gilbertson is leaving his post at the mining company, which is currently facing a slew of operational challenges.
IndependentsJul 06, 2026
Bachendorf’s To Open Fifth Store In DallasThe new location is set to open this winter, featuring the retailer’s first rotating jewelry designer residency.
MajorsJul 06, 2026
Graff Names BTS Star Jung Kook as New AmbassadorThe pop artist appears in the latest campaign for the “Laurence Graff Signature” collection.
CollectionsJul 06, 2026
Pandora’s New Baroque Pearl Collection Is a Whimsical ‘Wonder’One-of-a-kind pearls take the shape of ice cream cones, frogs, submarines, and other imaginative charms.
SourcingJul 02, 2026
London Diamond Bourse Elects First Female PresidentCharlotte Rose said her election is “a sign that this is an industry capable of change.”
Supplier BulletinJul 02, 2026
Elevating Retail Showcases with Today's Necklace & Bracelet TrendsSponsored by Rio Grande Jewelry Supply
TrendsJul 02, 2026
Oscar Heyman’s Flag Brooch Celebrates AmericaThe American jewelry house, founded by Latvian immigrants, has been creating American flag brooches since 1917.
