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Jeweler Sues Zales over Google Results

Searches for Idaho-based Jensen Jewelers linked to Signet brand’s site, complaint says.
Feb 5, 2018 7:37 AM   By Rapaport News
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RAPAPORT... A jeweler in Idaho has sued Zales, claiming the retailer used its name in online advertisements to redirect customers to zales.com.

During the November 2016 Black Friday season, Google searches for Jensen Jewelers returned a paid result at the top of the list that showed Jensen’s name, followed by a promotion and the address “zales.com,” Jensen alleged in court documents. The Google AdWords hit linked directly to the Zales website (see screenshot from court documents below), the complaint continued.

As such, Zales, a division of Signet Jewelers, “misappropriated and used Jensen Jewelers’ name and mark in advertising campaigns to trade off of its goodwill,” the Twin Falls-headquartered jeweler claimed.

Jensen filed the complaint and demand for jury trial against Zale Delaware last month, alleging unfair competition, false designation of origin, trademark infringement and unjust enrichment. The jeweler is seeking to prevent Zales from using its name in future, and is claiming damages, as well as the financial amount by which Zales profited through using its name, Jensen said.

Jensen operates 14 stores in Idaho, Montana, Wyoming and Nevada. Zales has more than 750 stores across the US.

Signet declined to comment when contacted by Rapaport News. Jensen’s attorneys, Wright Brothers Law Office, did not respond to requests for comment.
Tags: david bouffard, Google Results, Idaho, Jensen Jewelers, jeweler, Rapaport News, Signet, Signet Jewelers, Wright Brothers Law Office, Zale Delaware, zales, zales.com
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