Jeweler Sues Zales over Google Results

RAPAPORT... A jeweler in Idaho has sued Zales, claiming the retailerused its name in online advertisements to redirect customers to zales.com.During the November 2016 Black Friday season, Googlesearches for Jensen Jewelers returned a paid result at the top of the list thatshowed Jensen's name, followed by a promotion and the address "zales.com,"Jensen alleged in court documents. The Google AdWords hit linked directly tothe Zales website (see screenshot from court documents below), the complaint continued.As such, Zales, a division of Signet Jewelers,"misappropriated and used Jensen Jewelers' name and mark in advertising campaigns totrade off of its goodwill," the Twin Falls-headquartered jeweler claimed.Jensen filed the complaint and demand for jury trial againstZale Delaware last month, alleging unfair competition, false designation oforigin, trademark infringement and unjust enrichment. The jeweler is seeking to preventZales from using its name in future, and is claiming damages, as well as the financial amount by which Zales profitedthrough using its name, Jensen said.Jensen operates 14 stores in Idaho, Montana, Wyoming andNevada. Zales has more than 750 stores across the US.Signet declined to comment when contacted by Rapaport News. Jensen'sattorneys, Wright Brothers Law Office, did not respond to requests for comment.