Helzberg Faces Class Action over Limited-Time Discounts
June 05, 25
(IDEX Online) - Helzberg Diamonds is facing a class action lawsuit over claims that it misrepresents "limited time" discounts on its merchandise.
The US-based retailer is accused of routinely claiming that substantial online discounts are about to end, even though the goods are normally available at those same prices.
The class action complaint demand for jury trial is being brought by Kim Owens, from Pico Rivera, California, and others in the US District Court Central District of California.
She bought a 14K Forever One LC Moissanite Ring for $1,499 (plus tax) in December 2022. It was advertised as being discounted from the regular price of $2,199 (plus tax).
She says she subsequently discovered that $1,499 was, in fact the regular price, and she says she wouldn't have made the purchase if she'd known it wasn't actually discounted.
"Defendant (ie Helzberg) lists purported regular prices and advertises purported discounts from those listed regular prices," says Owens in the complaint.
"Far from being time-limited, however, discounts on all of Defendant's products are regularly available.
"And, for Helzberg products priced $300 and over ("High-Priced Products"), the items are consistently on sale.
"This is because there is nearly always a sitewide sale or a minimum value discount (e.g. $50 off $299+) that applies to products priced $300 or more."
Owens and fellow plaintiffs claim Helzberg is guilty of breach of contract, breach of express warranty, negligent and intentional misrepresentation, while violating California's False Advertising Law, Consumers Legal Remedies Act and Unfair Competition Law. They are demanding a jury trial.
We have approached Helzberg for comment.
Pic shows a Helzberg store.