The M Jewelers class action alleges company uses fake discounts

The M Jewelers class action lawsuit overview:

• Who: Plaintiff Ryan Sperber filed a class action lawsuit against The M Jewelers Inc.
• Why: Sperber claims The M Jewelers uses fake discounts to mislead consumers.
• Where: The class action lawsuit was filed in California federal court.

A new class action lawsuit alleges The M Jewelers uses fake discounts to mislead consumers into thinking they are getting a better deal than they actually are.

Plaintiff Ryan Sperber filed the class action complaint against The M Jewelers on March 7 in California federal court, alleging violations of state and federal consumer laws.

According to the lawsuit, The M Jewelers engages in deceptive advertising practices by creating the false impression that its products are being sold at a discount when, in fact, they are not.

Sperber alleges the company lists inflated regular prices and advertises limited-time sales offering steep discounts from these prices. However, the lawsuit claims that these discounts are not genuine, as the products are always available at the discounted prices.

The lawsuit claims that The M Jewelers’ advertising practices are misleading and violate California’s False Advertising Law, Consumers Legal Remedies Act and Unfair Competition Law.

The M Jewelers uses fake discounts to mislead shoppers, lawsuit claims

Sperber claims that she purchased jewelry from The M Jewelers’ website and brick-and-mortar store in Los Angeles, believing she was getting a significant discount.

She says she relied on the company’s representations that the products were being offered at a steep discount from their regular prices and that the discounts were time-limited.

However, Sperber claims she later discovered that the products were always available at the discounted prices, and that the advertised regular prices were not the true regular prices.

The lawsuit argues that The M Jewelers’ advertising practices harm consumers by inducing them to make purchases based on false information. 

Sperber claims that the company’s use of fake discounts creates a sense of urgency, leading consumers to believe they are getting a better deal than they actually are.

The plaintiff seeks to represent a class of consumers who purchased The M Jewelers products advertised at a discount within the applicable statute of limitations period.

She is suing for breach of contract and warranty, negligent and intentional misrepresentation, quasi-contract/unjust enrichment and violations of California’s consumer protection laws. 

Sperber is seeking certification of the class action, damages, restitution, disgorgement, injunctive relief, fees, costs and a jury trial.

In 2024, Mattress Firm Inc. faced a class action lawsuit alleging the retailer unlawfully advertises products on its website at fake sale prices to dupe customers into thinking they are getting a bargain.

What do you think of the claims made against The M Jewelers in this class action lawsuit? Let us know in the comments.

The plaintiff is represented by Simon Franzini and Christin Cho of Dovel & Luner LLP.The M Jewelers class action lawsuit is Sperber v. The M Jewelers Inc., Case No. 2:25-cv-02029, in the U.S. District Court for the Central District of California.

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