A jewelry store in Asheville, North Carolina has apologized for its tone-deaf billboard ad that caused outrage on the internet.

The billboard in question comes from Spicer Greene Jewelers and is currently located near Interstate 240. It reads: “Sometimes, It’s ok to throw rocks at girls...,” surrounded by photos of brightly colored jewels, aka “rocks.”

No but it's ok to throw rocks at whoever approved this billboard. pic.twitter.com/9pd3Rj9mu8 — OhNoSheTwitnt (@OhNoSheTwitnt) March 23, 2017

The company issued an apology on Facebook Thursday after the ad sparked a negative reaction on Twitter and in the media.

Eva-Michelle Spicer, the co-owner of Spicer Greene Jewelers, told The Huffington Post via email that the billboard will come down as soon as they can replace it with their next campaign (which is usually around every four weeks, according to Asheville paper, The Citizen Times ). When HuffPost asked who came up with the statement, Spicer said, “It’s a common phrase in the jewelry industry. We did not invent it.”

The majority of responses to Spicer Greene’s Facebook apology implied they many thought the ad was funny and that critics of it were being too sensitive.

“BRILLIANT AD...No apology required,” one commenter wrote, while another added, “These people are idiots and will probably never have any shiny rocks thrown at them! The billboard is funny! Get a sense of humor, life will be much better!”

One woman complained about the “snowflakes that whine over everything,” and told the company, “I hope you make a 500% increase in sales.”

Many of the Twitter responses to the company’s apologies also maintained the billboard was “hilarious:”

@SpicerGreene no need to apologize, I thought it was hilarious. It's obviously not meant to glorify abuse or violence. — Selina (@Selina_Burrell) March 24, 2017

Ppl mad about billboard R the ppl that can't afford 2 have 'stones' thrown at them! They aren't ur clientele, anyway- KEEP IT @SpicerGreene — Guinevere Vandervoss (@mychaoticbrain) March 24, 2017

@SpicerGreene Don't bow to the feminists terrorists!!!! The ad was brilliant and my wife liked it. — word_up_guy (@word_up_guy) March 24, 2017

@SpicerGreene It's an awesome billboard. Remember the old saying that boys would throw rocks at the girls they like. Now they can throw gems — Kimberly Dawkins (@Aldorine203) March 24, 2017

Others, like Chelsea Clinton, found the ad incredibly offensive and pointed out that joking about violence against women is “never funny.” Especially in a world where women are still stoned to death.

Talking about hitting girls is never funny. Ever. https://t.co/cvtxykutis — Chelsea Clinton (@ChelseaClinton) March 24, 2017

@OhNoSheTwitnt @SpicerGreene "If we offended anyone by our incredibly offensive suggestion of stoning women, in a world where people stone women, gosh gee golly gosh" — Pam Pettler (@qwertypam) March 23, 2017

@SpicerGreene normalizing violence against women is not ok. "oh he beat you up because he likes you sweetie" is NOT ok. — KJ (@Pipsquak88) March 24, 2017