Trudie Goetz, the owner of Zurich store where Oprah Winfrey says she encountered racism, has called the incident a “misunderstanding”.

Oprah Winfrey, one of the world’s richest women, claimed an assistant refused to serve her in an upmarket handbag shop.

She was apparently told one of the bags on display was “too expensive” for her.

Trudie Goetz told the BBC that Oprah Winfrey was “absolutely allowed” to look at the $35,000 bag, which was kept behind a screen.

“My salesperson wanted to give her the handbag in her hand. But she didn’t want to take the bag,” claimed Trudie Goetz.

The shop owner said her assistant had worked in the Trois Pommes store “for a few years and takes care of the most spoilt customers from all over the world”, adding, “she is really a correct sales person”.

Oprah Winfrey visited Zurich last month to attend Tina Turner’s wedding. Her programme The Oprah Winfrey Show is not shown in Switzerland.

Oprah Winfrey, one of the world’s richest women, claimed an assistant refused to serve her in a Zurich upmarket handbag shop

Speaking to Entertainment Tonight, Oprah Winfrey said: “I go into a store and I say to the woman, <<Excuse me, may I see the bag right above your head?>> and she says to me, <<No. It’s too expensive>>. “

When Oprah Winfrey insisted, the shop assistant allegedly replied: “No, no you don’t want to see that one, you want to see this one because that one will cost too much. You will not be able to afford that.”

The star said she left the shop calmly without arguing, but that the experience was proof that racism continues to be a problem.

“There’s two different ways to handle it,” Oprah Winfrey said.

“I could’ve had the whole blow-up thing… but it still exists, of course it does.”

Trudie Goetz did not call into question Oprah Winfrey’s perception of the events.

“I didn’t take care of [Oprah Winfrey]. I’m sure she felt like this – but my salesgirl promised me she took care of [her] really the best she could. So it must have been a misunderstanding,” she said.

Trudie Goetz said her assistant spoke both Italian and English, “but her English isn’t as good”.

“She tried to show Mrs. Oprah the same style in other qualities, because maybe she didn’t understand what she wanted.”

Oprah Winfrey’s claims come amid a political row over plans by some Swiss towns to ban asylum-seekers from some public places.

Human rights groups have likened the plans – which include banning asylum-seekers from swimming pools, playing fields and libraries – to apartheid.

Officials say the curbs, which will also see asylum-seekers housed in special centres, are aimed at preventing tensions with residents.

About 48,000 people are currently seeking asylum in Switzerland. It has twice as many asylum seekers as the European average.

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