The billboard in question comes from Spicer Greene Jewelers and is currently located near Interstate 240. It reads: “Sometimes, It’s ok to throw rocks at girls...,” surrounded by photos of brightly colored jewels, aka “rocks.”
Eva-Michelle Spicer, the co-owner of Spicer Greene Jewelers, told The Huffington Post via email that the billboard will come down as soon as they can replace it with their next campaign (which is usually around every four weeks, according to Asheville paper, The Citizen Times ). When HuffPost asked who came up with the statement, Spicer said, “It’s a common phrase in the jewelry industry. We did not invent it.”
The majority of responses to Spicer Greene’s Facebook apology implied they many thought the ad was funny and that critics of it were being too sensitive.
“BRILLIANT AD...No apology required,” one commenter wrote, while another added, “These people are idiots and will probably never have any shiny rocks thrown at them! The billboard is funny! Get a sense of humor, life will be much better!”
One woman complained about the “snowflakes that whine over everything,” and told the company, “I hope you make a 500% increase in sales.”
Many of the Twitter responses to the company’s apologies also maintained the billboard was “hilarious:”
“The billboard was intent to be a nostalgic thought of a childhood teaching,” Spicer told ABC News 13 WLOS. “That it’s not ok to throw rocks at girls, it’s not ok to throw rocks at anyone... It saddens me that it was taken that way, because it certainly wasn’t intended.”