A store owner in Zurich has made a major faux pas when he refused to sell media mogul Oprah Winfrey a handbag she was admiring, citing that it was “too expensive” for a woman like her. The Swiss shop owner is regretting the encounter now on several fronts now; (1) it was Oprah Wnfrey whose communication paltform is far reaching; (2) it was racist; (3) it was Oprah Winfrey. 

Winfrey has labeled the incident as blatantly racist and Switzerland’s national tourism office agrees. Winfrey was in Zurich to attend the weeding of her long time friend andmusic icon, Tina Turner.

The media mogul, who is one of the world’s richest women, told the U.S. program “Entertainment Tonight” that a shop assistant in Zurich refused to show her a handbag because it was “too expensive” for her.

Forbes magazine estimates that Winfrey earned $77 million in the year ending in June.

A spokeswoman for the Swiss tourism office, Daniela Baer, said on Friday, Aug. 10, “we are very sorry for what happened to her.”

The tourism office also posted an apology on Twitter, saying “this person acted terribly wrong.”

Bi mistake!

Watch Oprah talk about racism incident below:

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