ALBUQUERQUE, N.M. (Legal Newsline) - An Albuquerque jewelry store has been advised by New Mexico Attorney General Gary King of allegations that it may have engaged in deceptive and unfair trade practices.

J. Edwards Diamonds and Diamond Financial Services were advised of the violations of the New Mexico Unfair Practices Act following a 2008 inquiry into J. Edwards' pricing, financing and advertising practices.

King gave a detailed summary of the allegations to the company in a proposed November 2009 assurance of discontinuance, which was meant to provide an opportunity for the business to respond and to explore resolution on the matter without needing litigation.

J. Edwards then filed a lawsuit against King in an attempt to stop enforcement efforts, asking the court to enter a declaratory judgment on King's claims.

King's office intends to answer the suit and will file a counterclaim for violations of the Unfair Practices Act. King will also seek restitution for injured consumers.

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