On Youtube she is followed by almost half a million and on Instagram twice as many. Yes, Bianca Ingrosso, 29, is undoubtedly one of Sweden’s most prominent influencers. She is also the presenter of her own talk show Bianca on Kanal 5, founder of the make-up empire Caia Cosmetics and also has the clothing brand Àvora Studios.
The customers’ harsh review of Ani Jewels – that’s what the criticism has been about
Together with the best friend Lovisa Worge Bianca also runs the brand Ani Jewels, which specializes in jewellery. Previously have News24 wrote about how disappointed customers raged against the company Ani Jewels.
Lovisa Worge and Bianca Ingrosso. Image source: Stella Pictures.
A customer who bought a ring for SEK 950 posted a video where she showed how the ring lost its color after being worn for a couple of hours. Other disappointed customers wrote about how jewelry rusted and broke or changed color and turned green.
But it is not only the quality that has been criticized by customers. Even the design has been questioned as some believe that there are great similarities with the low-price chain Dollarstore.
Despite the criticism, Ani Jewels is thriving, releasing several collections every year. According to All companies so in 2022 they had a turnover of just over SEK 19 million and made a profit of SEK 9.3 million.
Bianca Ingrosso shot a commercial for Ani Jewels
On her social media, Bianca often does advertising and paid collaborations for her various companies, and it was when she posted an advertisement for a jewelry set from Ani Jewels that it went very wrong.
– This fantastic necklace that symbolizes friendship, love, whatever, said Bianca about a necklace from Ani Jewels.
She then showed her hand and displayed a ring:
– Those magical rings that come with diamonds and without, says Bianca Ingrosso in the clip.
Bianca Ingrosso advertises her brand Ani Jewels. Image source: Instagram/biancaingrosso. The picture is a montage.
There is only one problem, the ring – which is called the Dualité Ring and costs SEK 1,000 – is not adorned with diamonds. According to the Ani Jewels website, the ring is made of brass that has been plated with 18k gold.
The stones in the ring are not diamonds but something called cubic zirconia. It is a synthetic and mass-produced stone that has been used in jewelry for many years. According to International Gem Society so a cubic zirconia stays nice for about two years, while a real diamond lasts forever.
The ring from Ani Jewels that Bianca Ingrosso advertised. Image source: Ani Jewels The ring from Ani Jewels is made of brass and the stones are cubic zirconia. Image source: Ani Jewels
Camilla Gervide, who runs Blog Watch, contacted Ani Jewels about the advertisement in which Bianca claimed that the ring was adorned with diamonds.
She then received a response from Ani Jewel’s marketing and PR manager Lucas Feola which meant that the whole thing was simply a misstatement on Bianca’s part.
In his email reply to Gervide, Feola writes, among other things, that it is the human factor that played a role.
That’s what the Marketing Act says
The Marketing Act prohibits misleading marketing. On The Swedish Consumer Agency website, they write that the advertisement must not contain incorrect claims about the product.
The product must also not be presented in a misleading way. Using claims about the product’s quality is prohibited.
After Camilla Gervide contacted Ani Jewels and alerted them to the incorrect information in the commercial, Bianca Ingrosso has now removed the relevant clip from her Instagram account.
This is the second time in a short time that Bianca Ingrosso has deleted posts on her Instagram account. A major retouching mistake where a large part of Bianca’s arm was missing was the reason why she recently chose to delete a bikini photo from the beach in Mexico.
Nyheter24 has previously written about Bianca’s mother Pernilla wahlgren who is an ambassador for the heavily criticized company Ozoneair, which recently received a sharp warning from the Swedish Consumer Agency. This as they believed, among other things, that their products can fight diseases.