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October 31, 2017 by Rob Bates Brilliant Earth has ended its three-month-old defamation suit against Jacob Avital, who produced a series of videos casting doubt on the company’s sourcing claims. While it’s not clear if any settlement was struck, the three videos Avital posted slamming the company—two of which mentioned the legal action—all appear to be have been taken down. His videos racked up thousands of hits after landing on the front page of popular discussion site Reddit. By submitting your information, you agree to the Privacy Policy. Diamonds can in fact be traced from the mining operator, through the supply chain, and to the retailer. And short of any meaningful action … The first video made the front page of Reddit. 2019 © Reed Exhibitions. Avital, also known as Jacob Worth, owns IWantWhatItsWorth.com, a New York City–based jewelry resale service that was also named in the suit. Combined, the two have, to date, racked up over 800,000 views. How Jewelers Can Prepare for Hurricane Season, Jewelers Mutual Group Acquires Wexler Insurance/IJB, Jewelers Mutual, JVC Create Anti–Money Laundering Program, Luxury Sales Expert Kathleen Cutler’s Top Tips for Holiday 2020, Rare Paul Newman Rolex Daytona Sells for $500,000 in Online Auction, Signet’s New Chief Digital Officer Talks About Its Online Plans, Twitter Introduces Fleets and, Soon, Twitter Spaces, Facebook Suggests New Ad Copy for Holiday Marketing, The Top Social Media Trends for 2021, According to Experts, The Plumb Club Offers Members Advanced Virtual Meeting Technology, Amazon Claims Influencer Promoted Counterfeits, New Ways Gemologists Are Identifying Lab-Grown Diamonds, 6 Rules for Jewelers to Make Sales Online. Avital and his lawyer did not return requests for comment. Avital also goes by Jacob Worth and owns a second-hand diamond company called I Want What It’s Worth. Brilliant Earth uses neither, but instead relies on a paper trail that essentially exists to cover its own tracks. 2019 © Reed Exhibitions. The suit was discontinued with prejudice and without any costs or disbursements, according to a notice filed Oct. 27 in New York Supreme Court. But on Reddit, Avital has repeatedly defended his videos. It noted that last year, the e-tailer hired SGS Global Services to audit its tracking system. Brilliant Earth CEO Beth Gerstein said simply, “The matter has been resolved.”, Subscribe Now and receive the latest news directly to your inbox. In the lawsuit, filed July 26 in the Supreme Court of New York, the San Francisco–based e-tailer gripes that the twin YouTube videos posted by Jacob Avital, which both raise questions on the company’s sourcing, were filled with “demonstrably false statements.”. By submitting your information, you agree to the Privacy Policy. The suit was discontinued with prejudice and without any costs or disbursements, according to a notice filed Oct. 27 in New York Supreme Court. Can Your Astrological Sign Guide You to the Right Engagement Ring? Brilliant Earth filed a lawsuit against Worth for defamation, but the suit was discontinued with prejudice and without any disbursements, according to a notice filed in New York Supreme Court. 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No settlement is known to have been reached and the video posted by Worth was taken down. The videos take aim at Brilliant Earth’s claims to sell diamonds by their origin. July 28, 2017 by Rob Bates Brilliant Earth has sued a New York City jewelry company owner who posted two videos on YouTube claiming that the e-tailer was a sham. The complaint charges Avital and his company with defamation and seeks unspecified damages. Use of this website is subject to its terms of use. Brilliant Earth has ended its three-month-old defamation suit against Jacob Avital, who produced a series of videos casting doubt on the company’s sourcing claims. His lawyer, Peter Cane, told the New York Daily News that truth is a “complete defense” to defamation, and his client looks forward to discovery. Brilliant Earth has robust protocols designed to track from the mining operator, and mining operators are carefully selected to follow industry-leading social and environmental standards.”. Top industry headlines right to your inbox, Jewelers Should Watch Out for Thanksgiving Burglaries, WD Settles Litigation With Pure Grown, IIa Technologies, Alp Sagnak on Designing Jewelry for Today’s Men, Jewelry Gifts For Charming Men This Holiday Season, Hamptons’ Matriark Boutique Stocks Women-Owned Brands Exclusively, Looking Like a Happy Holiday, Forecasters Say, Steal This Idea: Worthmore Jewelers’ Artisanal Advent Calendar, How He’s Managing: Jewelry Designer Moritz Glik, The New Collection by Katherine Jetter Just Topped My Holiday Wish List, Found It For You: Affordable Gold Jewelry With Deco Flair, Tanishq Pulls Ad Featuring Interfaith Couple, Sissy’s Log Cabin VP Named to Arkansas “20 in Their 20s”. They show Avital inquiring about a Brilliant Earth stone marked “Canadian” to a purported supplier of the company. Neither Avital or his attorney responded to requests for comment by JCK. Brilliant Earth filed a defamation suit on July 26 in the Supreme Court of New York, saying Avitals videos contained “demonstrably false statements,” explained Bates in an earlier article, adding that the videos are based on “unsupportable assumptions, amateur and unqualified investigative methods, anonymous sources, false comparisons, and even secret recordings of an unidentifiable individual who was not in a position to know about the origin of Brilliant Earth… The complaint says the videos are based on “unsupportable assumptions, amateur and unqualified investigative methods, anonymous sources, false comparisons, and even secret recordings of an unidentifiable individual who was not in a position to know about the origin of Brilliant Earth’s diamonds.”, It continues: “The central statement in both…videos—that Brilliant Earth is scamming consumers by misrepresenting the origins of its diamonds and its ability to track them—is false. 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