After its marketing stunt with synthetic diamonds, Dutch textile discounter Zeeman has announced it has ordered a new supply. At the same time, a jewellery company has filed summary proceedings, alleging that the campaign was “misleading”.
Fair price comparison
The campaign, where customers could buy a pendant with a synthetic diamond for 29.99 euros, was an instant success: the entire stock of several thousand was sold in less than an hour, despite a webshop crash. The retailer has therefore decided to order a new stock, to cater for customers who signed up for a waiting list after they missed out the first time.
Not everyone was equally delighted with the stunt, though: jewellery company Gisser has sued Zeeman for deceptive claims. In the campaign, the retailer claimed that a similar piece of jewellery would “often cost more than 300 euros” at a jeweller, while their pendant with synthetic diamond cost 29.99 euros. Gisser claims this is incorrect, and says a comparable piece of jewellery at a jeweller would be around the same price. The case will be heard this Friday at the court in The Hague.
At the same time, the jewellery company announced that it is launching a silver pendant with synthetic diamond, similar to the jewellery Zeeman offered. This product will be available from October at jewellers in the Netherlands, at the same price of 29.99 euros. In this way, Gisser wants to demonstrate that a fair price comparison is possible, without misleading consumers.
