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Alice Cullinane and Rebecca Woods, both from Birmingham, report that unscrupulous foreign companies are resorting to using AI-generated images and fake narratives to pose as family-owned businesses in the UK to attract unsuspecting shoppers. Customers have expressed feelings of being “completely ripped off” after discovering that they were purchasing from purported independent boutiques in England, only to receive low-quality clothing and jewelry mass-produced in warehouses in east Asia. One such website is C’est La Vie, which claims to be operated by a couple named Eileen and Patrick for nearly three decades, supposedly located in Birmingham’s historic Jewellery Quarter but actually having a returns address in China. According to consumer guide Which?, the increasing utilization of AI tools is enabling scammers to deceive the public on an “unprecedented” scale.
In a similar fashion, Mabel & Daisy, a seemingly family-owned apparel company run by a mother and daughter based in Bristol, is suspected of employing AI-generated images to appear authentic, despite having an address in Hong Kong. Numerous negative reviews, amounting to over 500 one-star ratings on Trustpilot, detail customers’ grievances regarding overpriced inferior products and excessive return fees. Shoppers recounted being targeted by advertisements while browsing on social media platforms like Facebook. The Advertising Standards Authority (ASA), which recently prohibited advertisements by Marble Muse, a Chinese clothing establishment masquerading as a London-based company, emphasized the necessary involvement of social media platforms in combatting this issue.
The compelling narratives constructed by such fraudulent websites can be seen in the case of C’est La Vie, where an advert claimed that the shop was closing down due to a tragic circumstance – the demise of Eileen’s supposed husband, Patrick, prompting an 80%-off clearance sale. However, customers who were drawn in by the emotional appeal were left dismayed upon receiving substandard items described as “lumps of resin,” “plastic junk,” and “cheap metal rubbish.” The dubious practices of these businesses not only harm the reputation of Birmingham’s Jewellery Quarter but also undermine the credibility of longstanding family-run enterprises in the area. Despite seeking comment from C’est La Vie, the company’s sudden claim of selling out all products and altering its name to “Alice and Fred” briefly before reverting to C’est La Vie branding remains unexplained.
Moreover, instances of dissatisfied customers who fell victim to deceptive operations like Mabel & Daisy, falsely claiming to be a fashion label specializing in timeless clothing in Bristol since 2022, have come to light. Justyne Gough, who spent £40 on a dress from Mabel & Daisy, discovered it was a scam upon receiving a significantly different garment made of poor-quality material. Efforts to return the item proved futile as Ms. Gough was faced with an additional charge of £20. Another customer, Emma, encountered a similar ordeal where she was coerced into paying an extra £10 for a smaller jacket size, leading her to realize the non-Bristol origins of the business. These incidents shed light on the need for consumers to exercise caution by researching company reviews and verifying the authenticity of businesses, while regulators and social media platforms also play a crucial role in curbing such deceitful practices
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