North Carolina jewelry store billboard sparks controversy

A western North Carolina jewelry store billboard is getting a lot of reaction shortly after it was put up on Monday.

Amongst scattered gems, the Spicer Greene Jewelers advertisement reads, “Sometimes, it’s OK to throw rocks at girls…”

The new billboard overlooking Interstate 240 elicited so much controversy, the fourth-generation jewelry store owners, Eva-Michelle and her husband Elliot, wrote a response on Facebook that reads in part:

“To whom we have offended with our recent billboard, please accept our apologies. We do not condone violence of any kind toward any being.”

Even after the apology was posted on Facebook, over 300 comments of disbelief and shock flooded in.

Facebook user Laura Hope-Gill commented, “It’s not okay. It’s 2017 … This billboard is just one in a series of billboards that uses sexism as humor.”

Kathryn Gambill commented, “The “loving act of gift-giving” should not involve throwing objects at women or girls. If you are sorry, you should remove the advertisement entirely.”

“It’s a condescending way to think about adult women,” women’s rights activist Ellen Perry told WSPA. “They’re not children who need jewelry thrown at them.”

Many, including Perry, believe the billboard needs to be removed.

Although the marketing attempt was not well received, the Spicers say they have also received requests to keep the billboard up.

“Domestic violence is definitely not something to be joked about,” Eva-Michelle said. “It was our attempt at humor and it was meant to be reminiscent of playground days.”

Even though there are plans to take down the billboard, a protest is planned for Sunday in front of Spicer Green Jewelry.

“We’re truly sorry… that it was misinterpreted that way,” Eva-Michelle said.

The owners have decided to give 10 per cent of all sales this weekend to local group Helpmate, which works to provide services to victims of domestic violence.