By  on December 23, 2008

Diamond evaluation firm GemEx Systems Inc. has filed a suit against Zale Corp. for misrepresentation and unfair competition, alleging the jewelry retailer equated a rival’s diamond appraisal method with its own.

According to a complaint filed in U.S. District Court for the Eastern District of Wisconsin in Milwaukee on Dec. 8, GemEx aided Zale in the development of the retailer’s Celebration diamond line between 2006 and 2008. The Mequon, Wis.-based GemEx said Zale used its BrillianceScope evaluation technology as part of an in-store sales program for the line.

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