Sterling, Zale Settle Lawsuit Over “Most Brilliant Diamond” Claim

The two biggest names in jewelry retail will only be fighting things out in the mall from now on.

Sterling and Zale have settled the November 2011 lawsuit launched by Sterling over whether it was appropriate for Zale to call its Celebration Fire diamond “the most brilliant diamond” in the world. 

“[The n]egotiated resolution of the case…will go into full force and effect as of March 1, 2014,” said a release posted on Zale’s website. “The details regarding the settlement are confidential and will not be disclosed.”

Zale’s website still calls the Celebration Fire “the most brilliant diamond in the world,” and CEO Theo Killion used the slogan during a conference call last week

Spokeswoman Roxane Barry declined comment when asked if Zale would still use the slogan after next March.

However, in a settlement offer made earlier this year, Zale said it was wiling to “cease any and all references to testing of brilliance or light-performance properties in its advertising and marketing for round-cut diamonds,” as long as Sterling did the same. 

Sterling had labeled the “most brilliant” tagline “false and deceptive,” arguing brilliance is “not a statement of subjective opinion but is capable of being systematically, reliably, and scientifically measured.” Zale said the claim was based on testing by an independent laboratory.

According to court documents, both sides have agreed to pay their own attorney fees. The case was ordered dismissed Sept. 6.

The suit was moved to mediation in March, but at that time, the sides couldn’t reach a settlement.

JCK News Director