Helzberg Diamonds allegedly misleads shoppers with fake discounts

Helzberg Diamonds class action lawsuit overview:

• Who: A consumer filed a class action lawsuit against Helzberg’s Diamond Shops LLC.
• Why: The plaintiff claims Helzberg misrepresents discounts and regular prices of its jewelry and accessories.
• Where: The Helzberg Diamonds class action lawsuit was filed in California federal court.

A new class action lawsuit alleges Helzberg misrepresents discounts and regular pricing of its jewelry and accessories.

Plaintiff Kim Owens claims Helzberg misrepresents that its products are being offered at a discount and that its sales are limited-time only, when, in reality, the discounts are regularly available.

“Reasonable consumers reasonably interpret Defendant’s advertisements to mean that they will be getting a discount off from the prices that Defendant usually charges for its High-Priced Products,” the Helzberg Diamonds class action states.

Owens wants to represent a nationwide class and California subclass of consumers who purchased one or more Helzberg’s products for more than $299.99 that were advertised at a discount within the allowed time period.

Helzberg’s ‘regular prices’ and ‘limited time’ sales deceptive, class action says

Owens argues Helzberg advertises discounts on its higher-priced products at all times, either through sitewide sales or discounts for purchases over $299.99.

“As a result, the list prices Defendant advertises for High-Priced Products are not actually Defendant’s regular prices because High-Priced Products are consistently available for less than that,” the Helzberg Diamonds class action says.

The lawsuit further claims Helzberg regularly represents that its sales are limited-time and on the verge of ending, despite the discounts being regularly available.

The 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.

The plaintiff demands a jury trial and requests declaratory and injunctive relief and an award of compensatory, punitive and treble damages for herself and all class members.

In 2023, Helzberg and Brilliant Earth Group faced class action lawsuits over allegations that they unlawfully collected the hand geometry of website visitors who used the companies’ respective virtual try-on features.

Did you purchase jewelry from Helzberg? Let us know in the comments.

The plaintiff is represented by Simon Franzini of Dovel & Luner LLP.

The Helzberg Diamonds class action lawsuit is Owens v. Helzberg’s Diamond Shops LLC, Case No. 2:25-cv-03853-MEMF-JDE, in the U.S. District Court for the Central District of California.

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