Don’t mess with the customers! Jewellery retailer Zamel’s is now $250,000 poorer after the Federal Court issued a fine for what they claimed was misrepresentation of product savings. Apparently, according to the Court, 44 items advertised during a sale – via national letterbox drop, catalogues, website and POS – were presented in such a way that consumers believed they would get them for a reduced price when in fact they wouldn’t. The advertising included phrases such as “$99 $49.50” or “WAS $275 NOW $149”. The Court said consumers would believe they could save the amount between the two prices. Of the 44 jewellery items identified the court found Zamel’s had either not sold the items at the higher price, or that it had sold a very limited quantity at the higher price prior to the sale commencing.