Hearts on Fire Scores Victory Against Blue Nile

Hearts on Fire has won the first round of its lawsuit against Internet diamond seller Blue Nile, according to a report on MediaPost.

A court found that Blue Nile may have confused consumers when it laid claim to the search term “Hearts on Fire” on google, yahoo, and other search engines. Boston-based Hearts on Fire also claimed that customers who searched for Hearts on Fire on Blue Nile’s site were directed to Blue Nile products.

Blue Nile is not an authorized seller of the Hearts on Fire brand.

Hearts on Fire first filed the complaint against Blue Nile last July.  

Blue Nile had asked that the case be dismissed, as “hearts” and “fire” are widely used terms in the diamond industry.

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