Minneapolis jeweler R.F. Moeller has apologized for an ad that some thought made light of suicide.

The ad, which can be seen  here, featured an image of a man with a gun to his head, lamenting that he "failed to get his ring at R.F. Moeller Jeweler. I should have known they have the best diamonds at the best prices."

But some said the ad was in poor taste in a local news story and the store’s Facebook page.

The store later issued an apology, with James Moeller writing, "The ad was not funny and was in extremely poor taste. We would never intentionally be involved in anything that we thought would cause anyone any pain."

T.D. Mischke, the ad’s creator, also issued a statement, saying he created the ad on his own, and apologizing for its content.

JCK