Diamond retailers battle it out over the air waves

Published: Apr. 25, 2012 at 10:52 PM EDT|Updated: Apr. 26, 2012 at 12:17 AM EDT
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LOUISVILLE, KY (WAVE) - The competition over diamonds is heating up in Louisville. If you listen to the radio, you've probably heard it. One of the newest jewelers in town has called out one of the oldest. Radio ads for Genesis Diamonds and The Shane Company are officially going after each other.

No matter where you turn on the dial, you're bound to hear Genesis Diamonds, a business that moved to town about two years ago with a business plan aimed at offering jewels you can't get anywhere else. "We didn't come to Kentucky to compete against this store or that store we came to Kentucky because of the need for the concept like us," said Genesis owner.

[Click here to listen to the Genesis Diamond radio advertisement]

[Click here to listen to the Shane Co. radio advertisement]

But if you listen to their ads that are running in places like Clear Channel Radio, it's clear they are calling out Shane Company who's been in town for 50 years. Owner Tom Shane said they've changed their ads to respond.

Shane said it's not what he wanted to do, but says, "There comes a point at which I am forced to either acknowledge those attacks with response or risk the listener our customer thinking there is validity in those attacks."

Valid or not, they've gotten the attention of Shane Company customer Jonathan Stroud  who said he bought his wife's diamond ring at Shane, "And as soon as someone said they could get a diamond cheaper I thought well that's interesting. Can they?"

Genesis owner Boaz Ramon said that's exactly the type of reaction he was hoping for saying that he's just informing customers about how diamonds are priced. "When you reveal a lot of secrets from the industry a lot of people feel uncomfortable."

Shane said it's dishonorable and they are just trying to mind their own business. "It's a pity that this particular company doesn't want to build a reputation on what could be their own strengths rather than attacking everyone else."

He hopes other jewelers will speak up too, while Genesis says they don't have to prove anything to anyone.

Copyright 2012 WAVE News. All rights reserved.