Dumb Store Wonders If 'Aurora' Is Trending Due to Kim Kardashian Dress It Sells [UPDATED]

Charming! ;) [Twitter, while it lasts]

UPDATE: After a long, long beat, the company removed the tweet and wrote the following in a series of Twitter messages:

We apologise for our misunderstanding about Aurora. We didn't check what the trend was about hence the confusion, again we do apologise. We are incredibly sorry for our tweet about Aurora - Our PR is NOT US based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic - we have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense cause this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation.