By Rania V. Sedhom
Richemont International SA has filed a lawsuit against Malidani Jewelry Corp., a New York-based jeweler.
According to the complaint, Malidani is selling unauthorized versions of Cartier’s LOVE bracelet and the Juste un Clou collection, as well as Van Cleef & Arpels’ (VCA) Alhambra line, which enjoys patent protection. Richemont alleges that Malidani is actively attempting to deceive consumers by intimating that their products are of comparable origin, quality and prestige.
Therefore, Richemont accuses Malidani of unjustly enriching itself at Cartier and VCA’s expense and “unlawfully wrest[ing] from [them] control over their reputation.”
Luxury lookalikes
Malidani is creating jewelry that looks identical to Richemont’s, utilizing quality materials and production techniques, and selling the pieces at prices similar to Cartier and VCA.
The complaint states that the superfakes are so close to the brand's production standard that they can deceive trained eyes.
Richemont is asking the court for: (1) a permanent injunction to prevent Malidani from producing or selling the disputed items, (2) statutory damages and (3) an order to compel Malidani to disclose its suppliers and distribution channels.
Authentic offerings
Typically, lawsuits are brought against counterfeiters who are selling products at 10 to 15 percent of the MSRP. Consumers who purchase those products know what they are buying.
However, individuals who are willing to spend thousands of dollars on a single item but prefer to buy a superfake tell a different consumer story. It is this story that Richemont is trying to stop from being told.
By offering counterfeit products at near-authentic prices, Malidani may be eroding the exclusivity, prestige and quality reputation that Cartier and VCA cultivated over their brand histories.
Richemont maintains that its authentic offerings are “of the highest quality and are subject to exacting quality control standards,” and that consumers associate the designs at issue with superior craftsmanship and brand integrity.
However, the Complaint also mentions that the Malidani products are nearly identical. The gap between authentic and imitation is a mere sliver.
Single largest threat
Superfakes may be the single largest threat to authentic brands. How do you maintain consumer loyalty when the superfakes mimic quality and craftsmanship?
This lawsuit highlights the importance of prosecuting sophisticated imitators that blur the lines among influence, duplication and direct competition, the hallmarks of superfakes.
In this author’s opinion, obtaining information about Malidani’s suppliers and distribution channels will be the only way to thwart other attempts at similar business practices.
{"ct":"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","iv":"7dc7949517b013a3af1f5f52ba2d71f7","s":"d479d99eb952a576"}
Rania V. Sedhom is managing partner at Sedhom Law Group 
