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Kay Jewelers parent sues Zale over diamond claims

Business First by Evan Weese, Web coordinator

Sterling Jewelers Inc., the operator of Kay Jewelers and other stores nationwide, filed a preliminary injunction to stop a Zale Corp. (NYSE:ZLC) advertising claim that its Celebration Fire Diamond is “the most brilliant diamond in the world,” the Akron Beacon Journal reports.

In the lawsuit filed last month in U.S. District Court in Cleveland, Sterling seeks to immediately halt the advertising amid the fiercely competitive holiday sales season, saying there is no legitimacy to the statement.
The brilliance of a diamond “is not a statement of subjective opinion but is capable of being systematically, reliably and scientifically measured,” Sterling spokesman David Bouffard told the newspaper.

Zale spokeswoman Roxane Barry told the Akron Beacon Journal the lawsuit is without merit. “Our advertising was based on testing by an independent laboratory, and our ads make that fact clear.”

Sterling is based in Akron and employs about 2,000 in the area, according to the newspaper.

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