People are fuming over this jewellery brand's new billboard.

A US jewellery store is being slammed for its latest advertising campaign that suggests women like violence sometimes, so long as there’s bling involved.

Yes, really.

Sharing their latest campaign on billboards throughout Asheville, North Carolina, Spicer Greene Jewellers’ latest ad reads, “Sometimes, It’s ok to throw rocks at girls…”

Alongside the slogan are images of precious gemstones.

Unsurprisingly, the billboards have drawn a huge amount of criticism because, you know, some people would argue that no, women don’t like it, even if it does shine.

Spicer Greene ‘s initial response to the backlash was to issue a statement that explained the slogan was meant “as a play on words to encourage the loving act of gift giving.”

Unfortunately for the company, though, the internet did not see it that way.

Chelsea Clinton tweeted, “Talking about hitting girls is never funny. Ever.”

Twitter user KJ agreed, writing, “@SpicerGreene normalising violence against women is not ok. ” oh he beat you up because he likes you sweetie” is NOT ok.”

On Friday, the company released a more detailed statement to their Facebook page, which read, “To whom we have offended with our recent billboard, please accept our apologies. We do not condone violence of any kind toward any being. We are humble enough to realise when we make a mistake and humble enough to realise the context in which we are speaking. We did not intend to cause controversy and our billboard communicated something we did not intend. We intended the billboard as a play on words to encourage the loving act of gift giving and are deeply saddened that it offended anyone.”

And while I don’t condone the billboards, credit is surely due to Spicer Greene for owning the feedback and taking it on board.

Do you think the billboard is offensive?