As coupon shoppers around the country brace for the 12-episode season premiere of TLC’s “Extreme Couponing” tonight, one of the shoppers featured in the new season is the subject of controversy on the web.
Jaime Kirlew, a paralegal and coupon workshop instructor from Maryland, is coming under fire from several coupon-related forums for the unethical coupon tactics that she utilized in a series of YouTube videos demonstrating how to use coupons in a fraudulent manner while shopping at Target.
In 2010, Jaime Kirlew called herself the “Diva For Coupons” and ran a blog under the same name. She caused a stir when she posted two videos of her Target shopping trips, in which she used $4 coupons for Schick Razors on Schick shaving gel, $10 Crest Whitestrip coupons on other P&G products, and a host of other flagrant misuses of coupons issued for one product being used on another. As if showcasing coupon fraud weren’t enough, Jaime also showed herself using printable coupons for $5 off Procter & Gamble products. (Trouble is, P&G has never issued printable coupons for their products, and those same coupons had been on the CiC’s list of known counterfeit coupons for about five months by the time she made her videos.)
At the time, the YouTube videos spread around the web on large coupon forums, including SlickDeals.com and AFullCup.com, where a forum user wrote:
“Seriously…what a disgrace to honest couponers who stil manage to have a great stockpile and save tons of money without using coupons fraudently…
the Olay coupons was for REGENERIST ONLY..not ANY Olay..the Vaseline coupons was for the SHEER INFUSION, not ANY..the Johnson’s coupon specifically excluded Buddy Bars, which you bought anyways…you are that type of couponer who gives the rest of us a bad name…I bet you also doctor internet coupons and make multiple copies of coupons huh….well I have forwarded your video to the loss prevention officer at your Gaithersburg Target and urge others to call him at 125 Grand Corner Ave, Gaithersburg, MD 20878, (301) 721-1760. Just ask for loss prevention, they seem to already have quite a nice file on her and this was just the evidence they needed. Would you like the “get out of jail free” card from my kid’s Monopoly game?? Loser!”
Over at SlickDeals, member Krysdl08 watched the videos and wrote:
“This is major coupon fraud and I can not believe the cashier K1’s everything. They need to put this lady in some handcuffs and teach her a lesson.
$4.00 MQ for Olay Total Effects BW on Secret Deodorant
$2.00 TQ for Nivea Q10 Shave Gel or Balm on Nivea Body Wash
$4.00 MQ for Schick Intuition Razor or Refill (expired 6/6) on Schick Shave Gel
$1.00 IP for Vaseline Clinical Therapy paired with the .75 TQ on Vaseline Lotion (3.1 oz or larger)on Vaseline Total Moisture (3.0 oz)
$5.00 MQ for Windex Outdoor All In One Glass Cleaning Tool on the Windex“
Jaime responded by posting in the YouTube comments of one of her videos:
“I received many comments this morning after views of this new video that were horribly rude and hurtful. Everything I learned about coupons I was told from a company called BeCentsAble and I moved forward with their instruction. While I appreciate the many comments on “fraud” and “you should be put in jail” I am doing exactly as BeCentsAble told me. Perhaps they should be contacted? I had no idea of the many dimensions of fraud and I apologize for misdirecting.”
Soon after, Jaime closed her YouTube channel but continued to teach coupon workshops at $25/head. (She has since raised her workshop fee to $35/head, according to another messageboard.)
When the new trailers for the show began running, users at SlickDeals and A Full Cup recognized Jaime from her former YouTube videos and began raising concerns:
“I noticed a familiar face while watching the commercial last night and so I looked the new cast members up. Sure enough divaforcoupons is going to be on the show. I am sure most of you remember her blantant coupon abuse and that she taught coupon abuse thru her workshops. Many Sd’ers gave her quite a lashing about her ill ways and she pulled the you tube videos.Do you think she has learned enough and changed or is she going to wreak havoc with her misinterpretation of q’s and give us all a bad name. I am afraid of how damaging she was previously and how bad it could get with more stores making stricter policies if she still doesn’t know how to coupon correctly.”
– SlickDeals member Sgtrazor
Users at coupon forum A Full Cup also noted that the woman shown in the new TLC trailers was the same woman, Jaime Kirlew, who had created the DivaForCoupons Target videos. TelevisionWithoutPity.com continued the discussion of Jaime’s fraudulent Target videos.
Many of these users took their concern’s to TLC’s Extreme Couponing Facebook Wall, which buzzed with questions from viewers and concerned coupon shoppers — why would the show choose to feature someone who has already known in the couponing community as someone who uses coupons in such a blatant, fraudulent manner? TLC deleted these negative posts from their Extreme Couponing Facebook wall for a few days. Over the weekend, the entire TLC Extreme Couponing Facebook page was deleted. (View the page, minus deleted posts, at Google Cache.)
Out of sight, out of mind, I guess.
But on the web, nothing’s ever truly gone, is it?
SlickDeals forum member Neekyme saved photographs from Jaime’s blog showing the items she bought in one of her YouTube Target trips, along with her receipt, and posted them on SlickDeals.
Members are asking for anyone who saved the videos to repost them… and again, nothing on the web is truly ever gone. How long before the videos resurface too?
4/9/11 UPDATE – Jaime’s Target YouTube Videos Found
Three days after this story was written, the diligent members of SlickDeals found and reposted Jaime’s Target shopping trip videos. Extremely questionable coupon usage is shown throughout:
why would TLC not do the same homework before casting her?)
Jamie continues to teach coupon workshops as a BeCentsAble Instructor. She now blogs as the Extreme Coupon Diva and has a Facebook page.
(UPDATE: 4/7/11 11:45am) BeCentsable Founder Chrissy Pate contacted the blog to clarify that Jaime Kirlew “is no longer a Becentsable Educator… We contacted her after her Target trip and let her know that these are NOT the things that we teach and she has not been with Becentsable since then.” Full email is posted in the Comments below.
In yesterday’s ABC News article about the new season of TLC’s Extreme Couponing, Jaime Kirlew states, “My image is very important to me.” TLC’s press release for the new season of “Extreme Couponing” states: “Some of the people profiled in the series include Montgomery Village, MD’s J’aime, a paralegal who brings her prides herself on her couponing professionalism while scoring $1900 worth of merchandise for $103…”
A Full Cup member Tratra writes, “If they are taking a more educational approach in this series than they did the first show, how unfortunate that TLC would choose to go with somebody who advocated committing so much fraud. And she taught/teaches others to do the same thing.”
View a clip of Jaime’s TLC Extreme Couponing shopping trip, via Entertainment Weekly:
Article References:
rockandrollallnite says
Ratings ratings ratings. They will put anyone on the show. These aren’t Americas “best” couponers by a long shot. I sent a video the other day of a woman on You Tube who made it all the way to the contract signing point and then decided to back out. https://www.youtube.com/watch?v=W9367HbaJhE Probably smart not to do it but is the kicker.
She says in the video she has only been couponing 3 and a half months.
mchodge says
I’ve been super-couponing for about 6 months now. I heard about your class from my sister. So I went to your class, learned the ropes, followed your blog, attended super-couponing 2, and continue to gain confidence in my shopping and am super proud of my savings. I’m so glad that it was your class that I found, and not the instruction of someone that would steer me wrong. When I began all of this, I was a “know nothing about coupons” type of person. Now I can shop confidently while saving. I continue to learn and understand about different store coupon policies. I can confidently (and kindly) work with the checkout person or the store manager to overcome problems I may run into at the checkout line (think BOGO coupon + BOGO sale = 2 free). I know I am couponing correctly because I learned it from you. And I appreciate that you value ethics and honesty. So thank you for continuing to “stay in your own lane” so to speak, and not get drawn into competitions of extreme couponing (without ethics). The playing field isn’t even when extreme couponers are fraudulently using coupons. I for one would rather stand at the checkout line, coupons in hand, security cameras running, and not have one ounce of fear that I might get “caught” doing something I shouldn’t. Not every deal will work out the way I want it to or think it should. I’m still learning. However, I have basic couponing knowledge based on facts and ethics and I will continue to learn and continue to get better. Thanks Jill, for teaching me the right way. I’m so glad I didn’t get caught up in the mess of extreme couponing without ethics.
onceuponacoupon says
Do you know if TLC is aware of this?
freebeeplease says
I apologize now for anyone who will be offended by this post, however, I need to express my opinion on some things that are bothering me. I have been a member of the “jill program” from almost the beginning. I took her class in Wheaton the first time aroung and have learned a whole new way of life. I access this site at least three times a week to make sure I am finding all the deals and love when other people find things that I miss. I have seen so many of the same names over the years while at the same time see people going elswhere. My concern is this………….it appears that there continues to be a growing negativity on here and people spend more time on complaining about everthing. So much “investigative reporting” going on which just continues to add to the negativity. The “dominicks drama” and not this TLC stuff. WHO REALLY CARES. It seems the whistle blowing on here is becomming a spoting event. Why can’t we go back to the basics and concentrate on helping each other save money. I am pretty sure that most people will not support my opinion, however I don’t like all this nasty stuff. I actually felt sorry for some of the Dominicks people who suffered as a result of all of this. Have a good day.
uasklisa says
Didn’t it say she is a paralegal? Somehow I find it hard to believe she did not know it was wrong. To then flaunt it and make money off it…this just makes it harder for legitamate coupon users.
amyflew says
The facebook page still exists it looks like they just moved it. Here is the link to the new page. https://www.facebook.com/ExtremeCouponing#!/ExtremeCouponing
Meow313 says
I personally like this site just the way it is. Yes, I enjoy reading about the coupons and deals, but I also like that Jill keeps us updated on the latest news that relates to couponing and the effects it has on all of us. I don’t consider any of it “drama.” The Dominick’s story had a huge impact, and now I never see expired food on their shelves. And, likewise, this Extreme Couponing story is relevant in that it will have an impact with the manufacturers and the stores where we shop. I hope Jill does not change anything, and continues to keep us posted on the latest updates!
jewelover says
Krazy Coupon Lady has an interview with Jamie today and my jaw dropped when I read it.
https://thekrazycouponlady.com/2011/04/05/behind-the-scenes-with-tlc-extreme-couponing-meet-jaime-kirlew/
Read this part here:
*******************
I asked J’aime if there was anything else she’d like to share with all of us krazies and she shared that when she was just starting out in the “extreme couponing” world, she was eager to share her skills and successes. But, she warned and advised to all new coupon shoppers to make sure they know all of the rules of couponing before you shop and especially before you share with others! And if we see someone making a mistake, let’s remember that we’re all human, and better than that, we’re sisters! Let’s be the kind of women who help teach and nurture each others talents; correct and forgive each others’ mistakes.
*******************
So basically she is aknowledging the Target stuff, but make sure you don’t do the crazy stuff she did, and forgive her because she’s a woman.
Did Target forgive her for using all those counterfeit Bounty coupons that they would never get credit for? She basically made a video of herself shoplifting and isn’t even saying sorry.
Meh.
Updating my post. KCL now took down their interview with Jamie and acknowledge fraud. Here is a cache link to it in Google:
https://webcache.googleusercontent.com/search?q=cache:ajB8shfh9toJ:thekrazycouponlady.com/2011/04/05/behind-the-scenes-with-tlc-extreme-couponing-meet-jaime-kirlew/+krazy+coupon+lady+j%27aime+kirlew&cd=1&hl=en&ct=clnk&gl=us&client=firefox-a&source=www.google.com
Bargain Babe says
Thanks for writing it Jill!
theRealCouponDivas says
I am so glad that someone took the time to put this all together and get the word out that there is a difference between normal couponers and her. I don’t want to be affiliated with the likes of her…the cashiers already mention the show everytime I check out. Don’t want them to draw any comparisons here and think that I am doing something wrong. It’s hard enough to use coupons legitimately – this just adds ‘justification’ to the coupon hater mentality and for good reason. Thank you for speaking up for the “right”!
Lotsacoups says
Although J’amie did wrong in the way she used coupons in her videos, what I took from the GMA video is that sometimes manuf put out coupons that would save you $$ off one or more of their products, but they only picture the most expensive products making u think that is what you HAVE to buy. But reading the fine print and you can buy any of the lesser of their line of products. Kinda like how we were buying the Snickers eggs singles. But OMG there used to be and perhaps still is a website where you plugged in the UPC code on a coupon and the site would decode what else that coupon could be used for or maybe the wording stated on 2 products but was actually UPC coded to ring off of 1. This was so widespread and maybe it wasn’t talked about in the open,but you kinda had the feeling that it was okay cuz many of the “Teachers” taught it. Not that I think J’amie is in the right but after committing thoseacts, she should have never been on the Show.Anyway I feel there shouldn’t be a show like that in the first place.
ethical_coupon_user says
This was just posted on her FB page:
Interesting read… I have had many conversations and even had legal review of all my extreme couponing tactics. I think the coupon bloggers are just trying to stay relevant. Manufactures, stores, etc. know how to get a hold of me if needed. I talk to them all the time to verify what I’m doing/teaching is correct per their policies. Great show ladies! Thanks for all the POSITIVE feedback!
TLC’s Extreme Couponing raising controversy as new season approaches | Jill Cataldo
jillcataldo.com
As coupon shoppers around the country brace for the 12-episode season premiere of TLC’s “Extreme Couponing” tonight, one of the shoppers featured in the new season is the subject of controversy on the web.
Daguzer says
….is when are we going to get a Kroeger, Albertson’s or any other store in Lake County that doubles coupons!?!?! ;-)
artmom6 says
Jill, I’m so glad you didn’t get on that show! They make these people out to be couponing “freaks”. It was obviously done for sensationalism. Anything for ratings!
Anyway, I just watched the show for the first time. I’m wondering — How in the world do they get their totals down SO LOW? I understand all the concepts you’ve taught, and that these people are doubling their coupons, but to bring down a bill of almost $700 to under $6 is unbelievable. How do they do it? I thought I was doing good saving 70 – 80%!
alanisrox69 says
Check out these screengrabs from the show showing Jaime misusing coupons. She bought Lucky Charms, Cheerios, and Kix. And used Fiber One coupons.
https://img845.imageshack.us/img845/7675/cereal.png
https://img709.imageshack.us/img709/6376/cerealcart.png
https://img840.imageshack.us/img840/8329/cerealcoupons.png
angellam says
I just read this…
“Overview – Extreme Couponing J’aime Kirlew of Bethesda, Maryland – $1,902.63 in groceries for $103.72 (94% off) – @food items included 35 Soup, 40 Cereal, 40 Cold Cuts, 100 Yogurt, 150 Condiments, fresh produce and much more to fill 4 grocery carts. She took 2500 coupons to buy 1300 items with $100 to spend at Safeway.”
So…1300 items, and 2500 coupons? Even if Safeway has their own coupons to stack….could it *really* get to 2500??
Coupon Maven says
At 11:45am today I received this email from Chrissy Pate, founder of BeCentsAble coupon workshops:
I have edited the original post to clarify that the workshops Jaime is teaching are no longer affiliated with BeCentsAble.
Fraud Hater says
I’ve called the Target she shoplifted at – ask for Loss Prevention – Gaithersburg, MD Target, (301) 721-1760. Volunteer to give them copies of her videos where she completely admits she is giving fake coupons. I did.
I LOVE couponing and am an extreme couponer along with my wife. We make friends with our local stores and ENCOURAGE them to check our coupons. People like J’aime make it hard on us who do it honestly.
Rite Aid has changed their policy to four of any like coupon in a transaction thanks to the evildoers like her. Fraud has no place in couponing. I say put her in jail – it will make the others think twice.
And the French’s, cereal, etc. coupons that she used FRAUDULENTLY – I wonder if Safeway approves?
Anon this time says
I’m a frugal blogger and am one of many who J’aime has plagiarized on her original blog. We’ve all sent her emails, both friendly and in a “cease and desist” mode, and she has not responded or taken down the copied material. She simply cuts & pastes our blog posts and photos, then throws in a link at the end, not the netiquette that the rest of the couponing blogger community uses.
Fraud Hater says
Here are a few numbers you might want to call:
Niki Kazakos – Publicity Coordinator – niki_kazakos@discovery.com 310-975-1658
Let Niki know exactly what items J’aime bought using the wrong coupons. Explain (and even send her a copy of the Safeway ad for that week if you have it!) HOW you know she committed FRAUD on the TLC episode ONLY.
Loss Prevention for Safeway (District Office) 301-918-7055
Gaithersburg, MD Police – Phone, 301-258-6400. Fax, 301-258-6410. Email, police@gaithersburgmd.gov
Let the police know what specific fraud she committed.
Gaithersburg, MD Target (ask for Loss Prevention) 301-721-1760
couponcluless says
I’m speachless, and thankful, I had jill to show me the correct/honest way to use coupons, I find it hard to believe this lady hasn’t been jailed.. or at least investigated for her wrong doings, if she was bootlegging movies, she’d have been aressted already, but she just bootlegs coupons…. so then nothing?
onlyethicalcouponers says
A lot has happened since Jill’s original post. Got to read this as it sure looks like J’aime committed coupon fraud on TV.
Smart readers took screen shots from your trip and nothin’s matchin’ up, J’ai’me.
J’a’i’me’s shopping list shown on TV shows only the product family code part of the bar code and the dollar amount. Why would someone make a spreadsheet of coupons that might work on other products made by the same company? Well let’s see.
To use .75 Fiber One cereal coupons on Kix, Cheerios and Lucky Charms. The .75 Fiber One cereal coupons will scan on any General Mills cereal but they are higher value then the other cereal coupons that were out the first week of February for her trip.
To use Buddig Deli Cuts $1 coupons for 12/16oz. meats for the cheap little 2 ounce Buddig packets on sale for .89 and get them free. Only missing about 10 more ounces of meat plus it is the wrong item.
To use .50 Pillsbury French Bread coupons on the tiny cans of .99 Pillsbury rolls, because the coupons will double to $1 and get them free. Only again, completely wrong product, total fraud.
To use $5-off-2 Nivea Body Lotion coupons on Nivea Body Wash, because the lotion is almost $6 but the body wash is under $3 per bottle. Wrong product again, princess.
What next?
This is only what got shown on TV. What didn’t? Hope J’a’i’m’e is ready for a coupon fraud charge.
Only Ethical Couponers.
hobbitgirl says
Ok, I just watched the video and Ms. J made me nauseaus, knowing all that I now know. And to be honest, I would wager she knew about the $1200 register lock up that would force manual entry of coupons. That poor store. She robbed them.
But then, I saw Tiffany. 7 Kids? Good for her. And was it just me or did she do a BETTER job at couponing, and she did it the RIGHT way?
woodstock06 says
In the video she said I can feel my heart palpitating and racing.I guess that is how one would feel if they were stealing BIG TIME from a store and on national t.v. too.WOW she is a piece of work.She is going to need a really good attorney for this one.This will not be the last we see or hear about her.
timmsa says
Ok here is a link to her new video and notice that she talks about where she shops.
I mean her friends do.
Can someone save or download this link before it gone.
VIDEO: Coupon-Clipping Diva Makes Her TV Debut – Montgomery Village, MD Patch
Also wanted to note that she closed her fb page to comments and will be releasing a statement on her blog.
Posted on her facebook:
J’aime the Extreme Coupon Diva
Due to a coordinated effort by Jill Cataldo Jill Cataldo | Changing the way you shop… forever! (and her couponing fan base) to attack me and my FB page I am going to turn off comments for the time being. My REAL friends and fans want to read what I have to say without all the noise. I will be addressing concerns in a blog post… and that will be the end of it.
J.R. says
But it’s going to make great TV when they arrest her and drag her off to the pokey for fraud.
jasmine1296 says
I just reported Ms. “Extreme Coupon Diva’s” page as a scam to Facebook. Maybe if enough people do the same we can stop her from teaching others her nasty habits.
alanisrox69 says
Jail’Me had the YouTube videos removed, but I re-loaded them onto Vimeo:
and
Jobutex says
My wife and I are couponers, and this woman has REALLY angered us!
We’re very angry that this woman goes so far as to condone coupon fraud, and pretty upset that TLC still has her on their promos for the show. “Jailme” has been on a pretty rigorous campaign of damage control – taking down her videos on YouTube, issuing copyright infringement notices to take down copies of the videos posted elsewhere that exposes her fraud.
However, we believe the way to punish her is to hit her advertising revenue. She is using Google Ads on her website, as well as some other affiliate-based advertising programs. I suggest that others join us in contacting Google ads, and the other affiliate advertising programs on her website to demand they disallow her from profiting any more due to her dishonesty, fraud, and outright theft! Notify them that she is placing their ads on a site that promotes an illegal practice.
Kitch says
I can’t believe how bitter people are about her couponing. You want to see her go to jail for COUPONING? Really?! You’re acting like she broke into your house and robbed you.
I don’t coupon yet but I plan to start and I couldn’t possibly care less how someone else uses them. Your reactions are extreme.
SaraLynn says
I have worked in and around the entertainment industry for many years.
TV shows will do whatever they have to do to get viewers. Viewers translate into millions of dollars from advertisers.
I think we need to consider:
1) I am sure the stores are being compensated by TLC for the disruption in business their cameras and this woman are causing.
2) Television advertising is not cheap! The FREE advertising these stores are getting is worth far more than however many hundreds of dollars in coupons this woman redeems. The store will very likely not bother submitting this particular batch of coupons to the manufacturer for reimbursement. For the store to do so would involve them in fraud as well.. since she did not buy many of the coupon items.
Between the money the store is making from allowing the filming to take place in their store.. as well as the free advertising.. I am sure they could care less what coupons she uses as they have no intention of submitting them for reimbursement anyway.
It’s all about $$$ and generating enough buzz to make the show a success!
johntravis says
It’s amazing to me how you have written so much information on this topic. You are knowledgeable in this area and are obviously an accomplished writer. I agree with your views.
MichellePRR says
oh my gosh Jill! you’re awesome, I better share these information with my visitors on my coupon sites..
Thanks! Michelle
jeanwil4p says
Im impressed, I have to say. Really not often do I encounter a blog thats both educative and entertaining, and let me tell you, you hit the nail on the head.
JamesAlone says
thanks for sharing !