Helzberg Sued Over Hearts and Arrows Claim

A class action complaint filed Jan. 3 alleges diamonds
advertised by Helzberg Diamonds as being “hearts and arrows” stones do not
actually show that pattern.

The suit was filed in the U.S. District Court for the
Western District of Missouri by Sara
Khaliki, a California citizen who claims to have purchased a Helzberg Diamond
Masterpiece in 2010. It seeks class action status.

The
suit says that while Helzberg Diamond Masterpieces are advertised as “hearts
and arrows” stones, “in 2005, Helzberg decided to increase its revenues by
selling its customers Helzberg Diamond Masterpieces that…were instead
“princess” diamonds…cut using very different faceting patterns and
proportions than hearts and arrows diamonds.”

“The
quality of the princess-cut is highly subjective, lacking the objective
certainty of a premium cut that the presence of hearts and arrows provides
consumers,” the suit continues.  It
asks for unspecified damages.

Helzberg
declined comment. At press time, the company had not filed a response to the
suit.