American Swiss review: Formal complaint – misleading sale advertising and incorrect pricing

I would like to lodge a formal complaint regarding my experience at your American Swiss store at The Grove Mall – Pretoria on 3 August 2026.

I visited the store with my stepfather, who is 84 years old, as I was assisting him in purchasing a gold necklace as a birthday present for my mother.

We entered the store after seeing the prominent sale advertising displayed in the windows and throughout the store, advertising jewellery discounts of “up to 70% off.”

I selected several gold necklaces and asked a sales assistant to take them out for us to view. I noticed that some of the prices had been scratched out, but there did not appear to be new sale prices displayed. I therefore asked the sales assistant what the sale prices were.

What happened next was extremely concerning.
First necklace:
The price displayed on the item was R1,799.99. When the sales assistant scanned the item, however, the system reflected a price of R2,799.00.
Second necklace:
The price displayed on the item was R2,299.00 and, importantly, this price had not been scratched out or amended. I therefore specifically asked the sales assistant whether this necklace was not on sale. She advised that she was unsure and that she would need to scan it. When she scanned the item, the system reflected a price of R3,499.00.

I took photographs of the necklaces and its displayed price, as well as a photograph of the American Swiss system showing the prices. The photographs clearly show the same style/SKU number [protected] and [protected], allowing the two prices to be directly compared. I have attached these photographs to this complaint.

I find this extremely concerning. A customer looking at the jewellery in the store would reasonably expect the price displayed on the item to be the price payable, particularly where the price has not been removed or amended. Instead, in this instance, the system price was R1,200 more than the price clearly displayed on the item.

Furthermore, this occurred in the context of prominent advertising stating that jewellery was on sale with discounts of up to 70%.

I would therefore appreciate a formal explanation from American Swiss regarding:
1. Why the price displayed on the jewellery was R2,299.00, while the system reflected R3,499.00 for the exact same item/style number;
2. Why the displayed price had not been removed or corrected if it was no longer the applicable selling price;
3. Whether this item was included in the advertised sale;
4. What the advertised “up to 70% off” promotion actually applies to and how customers are expected to identify which items qualify;
5. How many other items in the store may similarly have displayed prices that differ from the prices being charged at the till; and
6. What steps will be taken to ensure that customers are not misled by inconsistent or outdated pricing.

I would also like this matter to be investigated by the branch manager and the relevant customer service/management department, rather than simply being treated as a query at store level.

I want to make it clear that my complaint is not simply because we were unable to purchase the necklace at the price we expected. My concern is the accuracy and transparency of the pricing, particularly when customers are being attracted into the store by prominent sale advertising.

We were shopping for a special birthday gift for my mother, and my stepfather, at 84 years of age, was relying on me to assist him with the purchase. The experience was extremely disappointing and has left me questioning the accuracy of the pricing and sale advertising in your stores.

I have attached the photographs supporting my complaint and would appreciate a formal written response addressing the above points.

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