Love Rocks by JAGS Ltd. has sued Zale Corp. Thursday, accusing it of trademark infringement for Zale’s use of “Love Rocks” as part of an advertising campaign to sell diamonds, The Dallas Morning News reports.

The suit says Love Rocks by JAGS Ltd. (pictured) told Zale about its “Love Rocks by JAGS” campaign in 2007 but that Zale declined to do business with the firm and its designer, Jacquelin Samuels, the newspaper reports. Samuels’ company trademarked the campaign in July 2007 and sold the collection through Costco stores.

The suit alleges Zale used “Love Rocks” in campaigns and had its own attempt to trademark the phrase rejected by the U.S. Trademark and Patent Office in January, the newspaper reports. Despite warnings from Samuels’ attorneys, Zale continues to violate the mark in advertising.

JCK