Switzerland is asking for Oprah Winfrey's forgiveness after a shop assistant in Zurich refused to show her a handbag because it was "too expensive."
The incident occurred last month, when Oprah was in Zurich to attend Tina Turner's wedding.
She walked into the upscale Trois Pomme boutique where she noticed a $40,000 handbag.
When Oprah asked to see it, the shop assistant refused insisting it was out of O's price range.
Oprah described the exchange to "Entertainment Tonight":
"One more time, I tried. I said, 'But I really do just want to see that one,' and the shopkeeper said, 'Oh, I don't want to hurt your feelings,' and I said, 'Okay, thank you so much. You're probably right, I can't afford it.' And I walked out of the store."
Now, Switzerland's national tourism board has issued an apology on behalf of the country saying, "We are very sorry for what happened to her."
The board also begged for Oprah's forgiveness on Twitter saying the shop assistant "acted terribly wrong."
However the owner of the shop has called the incident a "misunderstanding".
Shop owner Trudie Gotz told the BBC that Winfrey was "absolutely allowed" to look at the $35,000 (£22,500) 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 Gotz.
She 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".
Winfrey's programme The Oprah Winfrey Show is not shown in Switzerland.
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," she said.
"I could've had the whole blow-up thing... but it still exists, of course it does."
Ms Gotz did not call into question Winfrey's perception of the events.
"I didn't take care of [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.
Ms Gotz 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."
Winfrey's claims come amid a political row over plans by some Swiss towns to ban asylum-seekers from some public places.
The BBC's Imogen Foulkes in Berne says 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.
Winfrey's interview is a public relations disaster for Switzerland, our correspondent says.
- TMZ
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