Winfrey, one of the richest women in the world, said she had been in Zurich for US singer Tina Turner's wedding in July and had spotted a swanky crocodile handbag while out shopping.
"I'm in a store, a name-brand store. I'm by myself, absolutely nobody else with me. And I say to the woman, 'I would like to see that bag on the shelf'," Winfrey told fellow US talk show host Larry King on Internet channel ora.Tv.
She did not directly describe the incident as racist, but recounted it after telling King of a "racist moment" in New York years ago when she and her hairdresser were refused entry to a luxury store which had been robbed by two black people.
Trudie Goetz, head of the Swiss luxury chain Trois Pommes, denied her saleswoman had ever sought to stop Winfrey buying the bag.
"Everyone wants to sell a crocodile bag," Goetz told AFP.
"It's a misunderstanding," she said, adding that the saleswoman always put the customer first and tried to be "too kind".
That sum is worth USD 38,000 , small change for Winfrey, whose wealth is estimated at USD 2.8 billion by Forbes magazine.
On its Twitter feed, Switzerland Tourism apologised and said the saleswoman had behaved inappropriately.
Winfrey joked that she had been tempted to buy up the entire store, recalling a scene in the movie "Pretty Woman" where Julia Roberts' prostitute character has the last laugh in a snobbish shop.
Goetz said no disciplinary action was planned against the saleswoman.
"She's a great person. She's highly qualified. She also works in the shop in St Moritz and she takes care of prestigious clients," she said.
Trois Pommes was still considering how to respond to the claims, and would take legal advice, she added.
Winfrey, 59, was last month named the most powerful celebrity in the world by Forbes.
You’ve reached your limit of {{free_limit}} free articles this month.
Subscribe now for unlimited access.
Already subscribed? Log in
Subscribe to read the full story →
Smart Quarterly
₹900
3 Months
₹300/Month
Smart Essential
₹2,700
1 Year
₹225/Month
Super Saver
₹3,900
2 Years
₹162/Month
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Exclusive premium stories online
Over 30 premium stories daily, handpicked by our editors


Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share


Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor


Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements


Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app
