Denied to purchase an item

I've recently visited American Swiss in Mams Mall (Mamelodi) in hopes to make a purchase. Got to the store, started browsing and I saw a sterling silver ring that was priced at R49 and I told the assistant that I'd like to purchase the ring. The assistant then removed the ring from the cabinet and scanned the item and it was a different price from what I saw, now i tell the assistant that according to consumer rights, the price I see is the price I'll pay. She then refuses to help me with my purchase and calls 2IC he also then refuses to help me and picks up the phone and calls the SM, to my surprise the SM also refuses to help me. I then escalated the matter to customer service, they then also gave me feedback saying there's nothing they can do because I was told that the item was incorrectly priced, which is incorrect and the assistant can attest to this. I Love that ring and I still want to buy it. I hope will get assisted with making this purchase