Atlanta auction gallery sues N.Y. firm over name

Great Gatsby’s accuses new competitor of infringing on trademark.

Great Gatsby’s Auction Gallery Inc. of Atlanta is taking a New York auction house to court over use of the “Gatsby” name.

In a lawsuit filed recently in Fulton County Superior Court, the auction business accuses Gatsby and Brunson Gallery Inc. of Great Neck, N.Y., of trademark infringement.

Efforts to reach Gatsby and Brunson for comment were unsuccessful.

Great Gatsby’s, at 5180 Peachtree Industrial Blvd., said the similar names and auction services could confuse potential customers and hurt its business. The Atlanta company is seeking unspecified damages.

“It’s a small world when you’re talking about high-end auction business, and when you have two participants in that business that share a name it becomes somewhat confusing,” Atlanta attorney Cary Ichter, who is representing Great Gatsby’s, told The Atlanta Journal-Constitution on Tuesday.

Great Gatsby’s has been in business for nearly 30 years, specializing in rare antiques, investment-quality art, fine collectibles and classic cars.

Gatsby and Brunson, about 23 miles northeast of New York City, was founded last year and specializes in live and online auctions of Asian antiquities.

Ichter said Great Gatsby’s customers have gone online and confused the company’s online presence with that of Gatsby and Brunson’s. A large portion of auction activity is done online, whether it’s customers’ previewing items up for bid or participating in live auctions via a website.

Ichter said the company “attempted to get things resolved” before filing its suit.

In addition to trademark infringement, Great Gatsby’s accuses Gatsby and Brunson of violation of fair business practices and fraud.