Zeeman Revises Diamond Marketing Following Legal Challenge
The Hague, Netherlands – Retailer Zeeman has amended its marketing materials for synthetic diamond jewelry after a legal challenge from jeweler Gisser. The company acknowledged its initial comparison between synthetic and natural diamonds was “not representative” and clarified that the pricing structures differ considerably due to production volume and rarity.
The dispute arose after Zeeman began offering a diamond pendant for €29.99, prompting Gisser owner Ammar Katib to argue the comparison was misleading. Katib asserted that synthetic diamonds, produced in laboratories, lack the scarcity of mined diamonds and that jewelers typically work with gold – a material far more expensive than silver – offering larger stones. gisser subsequently filed for summary proceedings, alleging consumer deception.
During the court hearing, a judge encouraged both parties to reach a compromise, leading to an agreement. zeeman now states on its dedicated diamond campaign page that synthetic diamonds are ”produced in large quantities and are therefore not uncommon, unlike natural diamonds, extracts from mines.” The retailer’s initial marketing implied a direct price equivalency between the two types of diamonds, a claim now removed.
The case highlights a growing tension within the jewelry industry as lab-grown diamonds gain popularity and market share, challenging conventional perceptions of value and rarity.
