Zeeman Revises Diamond Marketing Following Legal Challenge
The Hague, Netherlands โฃ – Retailer Zeeman has โฃamended its marketing materials for โsynthetic diamond jewelry after a legal challenge from jeweler Gisser. The company acknowledged โits initial comparison between โsynthetic and naturalโฃ diamonds was “not representative” and clarified that the pricing structures differ considerably โdue to production โคvolume and rarity.
The dispute arose after Zeeman began offeringโ a โคdiamond pendant for โฌ29.99, prompting Gisser owner Ammar Katib โto argue the comparison was misleading. Katib asserted that syntheticโค diamonds, produced in laboratories, lack the scarcity of mined diamonds and that jewelersโ typicallyโฃ work with gold – aโค material far more expensiveโฃ than silver – offering largerโ stones. gisser subsequently filed for summary proceedings, allegingโ consumer deception.
During the court hearing, a judge โฃencouraged both parties to reach โa compromise, leading to an agreement. zeeman now states on its dedicated diamond campaign page that synthetic diamonds are โข”producedโค in large quantities and are therefore not uncommon, unlike natural โขdiamonds, extracts from mines.” The retailer’s initial marketing implied a direct price equivalency between the two types of diamonds,โ a claim now removed.
The case highlights a growing tension within the jewelry industry as โlab-grown diamonds โคgain popularity and marketโ share, challenging conventional perceptions ofโค value and rarity.