JEFFERSON CITY –– A jewelry store has accused a competitor of trademark infringement over the "I Am Loved" brand, according to a complaint filed on Aug. 23.
Helzberg’s Diamond Shops Inc. and Columbia Insurance Co. filed a complaint in the U.S. District Court for the Western District of Missouri against Mantra Band. The plaintiffs allege the company began selling bracelets with the trademarked phrase.
Despite Helzberg's repeated warnings to Mantra, the company continued to advertise and sell the bracelets while insisting there were no trademark violations, according the complaint.
Helzberg maintains the "I Am Loved" brand originated in 1967. Columbia owns five designs of the trademark, including the phrase with no styling.
The complaint also accuses Mantra of unfair competition and dilution of the trademark. The plaintiffs argue Mantra's use of the phrase can cause confusion for customers who think they may be purchasing a Helzberg. The plaintiffs allege Mantra is doing this intentionally.
“Mantra Band’s acts have created a likelihood for confusion and deception of the consuming public, causing irreparable injury to Helzberg for which Helzberg has no adequate remedy at law," according to the complaint.
The plaintiffs seek an order to stop Mantra from using the phrase. The plaintiffs also seek the profits made by Mantra by selling items with the phrase.