Jeweler pulls discounter into court

While the recent campaign by the Dutch discounter Zeeman received a lot of praise for laboratory breeding diamonds, the jewelry industry was less enthusiastic. The campaign revolves around the slogan “Diamonds Are for Everyone” and offers a laboratory breeding diamond with trailers for only 29.99 euros. Zeeman wants to eliminate unnecessary costs and democratize diamonds. The dissatisfaction with the campaign even led to the Dutch jeweler Gisser initiated an urgent procedure.

Gisser reacted quickly to Zeeman’s campaign. “In the campaign, a laboratory breeder for 29.99 euros was compared with an allegedly comparable product at Juwelier: Innnen costs ‘often more than 300 euros’. This shows an entire professional group as overpriced and misleading. This presentation was not only wrong, but also harmful to the professional group. This mainly consisted of self-employed (family) companies that stand for craftsmanship, trust and quality every day. it on LinkedIn.

Gisser even turned to Zeeman, whereupon the misleading comparison was removed from the campaign. “The damage has already been done. The assumption that jeweler: inside: inside: inside: inside, allows too much pay too much, undermines the trust that forms the basis of our industry.” That is why there is now an urgent procedure. Retail trends reports that the case will be negotiated on Friday, September 26th. Above all, Gisser calls for a correction and an apology to the jewelry industry.

Many jewels: inside came to the Zeeman campaign. Fashionunited asked Zeeman to comment two weeks ago, but the discounter declined. The jewelers: Inside, it is of the opinion that they can produce the same product at the same price. However, since jewelry is often made with larger laboratory breeding diamonds and put into gold, the prices are higher. However, this is not a good basis for comparison for the Zeeman diamond. “The end product is much different.”