Minneapolis jeweler R.F. Moeller has apologized for a suicide-themed ad some called insensitive.

The ad, which ran only once in local alternative newspaper City Pages, showed a man with a gun to his head, lamenting that he failed to get his ring at R.F. Moeller Jeweler: “I should have known they have the best diamonds at the best prices.”

But a handful of vocal consumers, egged on by a mental health advocacy group, slammed the ad in a TV story and on the store’s Facebook page. The jeweler later apologized on Facebook: “The ad was not funny and was in extremely poor taste,” wrote director of operations James Moeller. “We would never intentionally be involved in anything that we thought would cause anyone any pain.”

T.D. Mischke, who has done numerous ads for Moeller, also posted an apology, claiming he created it on his own without the store’s knowledge.—RB