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Jewelry Television (JTV) has been a cornerstone of the jewelry retail industry for over 30 years, offering extraordinary gemstones, jewelry, and an educational shopping experience to millions of customers across North America and beyond. Since its founding in 1993, JTV has continuously evolved to meet the changing demands of its customers, building a reputation for quality, accessibility, and trust. Today, Jewelry Television reaches approximately 80 million U.S. and Canadian households through its 24-hour live programming and robust e-commerce platform, making it one of the most widely recognized names in jewelry retail.
Founded with the goal of "opening the world of jewelry and gemstones to everyone," JTV began as America's Collectibles Network (ACN) in Knoxville, Tennessee. Over time, ACN's focus sharpened on gemstones and jewelry, leading to the rebranding as Jewelry Television. This shift marked the beginning of JTV’s dedication to educating customers on gemstones, craftsmanship, and the artistry behind each piece of jewelry. By prioritizing an immersive shopping experience, JTV set itself apart from traditional retail, allowing customers to learn about the uniqueness of each gemstone, the history of designs, and the beauty of craftsmanship.
The JTV team, including numerous Graduate Gemologists and Accredited Jewelry Professionals, supports the company’s mission to educate and inspire. This commitment to sharing knowledge has built a community of loyal customers who return not only for the product but also for the expertise that JTV brings. By making gemstones accessible and understandable, JTV enables customers to make informed choices, fostering both trust and appreciation.
Jewelry Television’s commitment to embracing technology has been pivotal to its success. The company quickly recognized the shift toward digital shopping, developing a user-friendly e-commerce platform that complements its live television broadcasts. The online experience reaches 4.5 million visitors each month, demonstrating JTV’s ability to provide a seamless shopping experience across multiple platforms. To enhance accessibility, JTV has also launched mobile applications and developed live-streaming options that allow customers to view products, ask questions, and interact with hosts from anywhere.
In addition to digital transformation, JTV has expanded its customer base by launching Spanish-language broadcasts, furthering the inclusivity that is central to its brand. These efforts to innovate while staying true to its mission underscore JTV’s dedication to connecting with modern consumers and meeting them where they are.
JTV’s expansion into international markets exemplifies its adaptability and global outlook. With offices in key locations such as Bangkok, Hong Kong, Jaipur, Mumbai, and Kochi, the company has established a strong presence in major gemstone and jewelry markets. This global network enables Jewelry Television to source directly from mines and manufacturers, offering customers exceptional value. Partnerships with over 1,000 artisans and manufacturing partners further enhance JTV’s ability to deliver diverse and high-quality products to its customers.
In recent years, JTV has continued to broaden its international reach. Its recent entry into the Canadian market marks another milestone in JTV’s expansion strategy. By focusing on global growth, the company can remain competitive and continue offering extraordinary products at accessible prices.
One of Jewelry Television’s hallmarks is its dedication to customer satisfaction. This commitment goes beyond the point of sale and extends to fostering a lifelong appreciation for gemstones and jewelry. JTV’s customer service team handles approximately 4 million calls each year, exemplifying the company’s focus on personalized service and responsiveness. Whether through phone consultations, online support, or in-depth educational content, JTV strives to make every interaction a positive one.
The launch of the Jedora brand, a one-stop online marketplace for jewelry, watches, and gemstones, further strengthens JTV’s dedication to customer satisfaction. Through Jedora, JTV offers a curated selection of products from top brands, designers, and manufacturers, providing customers with a trusted platform to explore diverse styles and collections. This expansion into an online marketplace reflects JTV’s commitment to continuously improving the customer experience and broadening its offerings.
In a fast-paced industry, Jewelry Television has consistently demonstrated resilience and adaptability. The retail and jewelry markets are constantly evolving, requiring JTV to stay attuned to consumer trends, economic shifts, and technological advances. One notable challenge that JTV successfully navigated was the COVID-19 pandemic. During this time, the company prioritized employee safety by implementing on-campus vaccines and testing, ensuring that operations continued while safeguarding the health of its team. This approach not only allowed Jewelry Television to continue serving its customers but also reinforced its commitment to corporate responsibility and community care.
JTV’s approach to adapting to market trends includes expanding its offerings to include lab-grown gemstones and synthetic materials, catering to consumers who seek affordability and sustainability. This strategic adaptation highlights JTV’s dedication to balancing quality with accessibility, ensuring that its products meet the expectations of a diverse customer base.
JTV’s leadership team is composed of individuals who embody the company’s core values of faith, family, and integrity. The company seeks leaders with deep expertise in gemology and a commitment to lifelong learning, fostering a culture of growth and innovation. These values are central to JTV’s decision-making process, ensuring that every business decision aligns with the company’s mission to make jewelry and gemstones accessible to all.
Looking to the future, Jewelry Television envisions continued growth and innovation. With plans to expand Jedora and further enhance its digital presence, the company is poised to remain a leader in the industry. JTV’s focus on accessibility, education, and quality positions it to capture new markets and meet the evolving needs of its customers, all while staying true to the values that have guided its journey for the past three decades.
October 2023 marked JTV’s 30th anniversary—a significant milestone that the company is celebrating with a year-long sweepstakes, “Year of Winning.” This campaign, which includes daily instant winners, monthly $10,000 Brilliant Cash™ giveaways, and opportunities for once-in-a-lifetime trips, is JTV’s way of thanking its customers for their loyalty and trust. Through live broadcasts, social media, and online entries, jewelry enthusiasts nationwide can participate, sharing in the excitement of this milestone event.
As Jewelry Television reflects on its 30-year journey, it remains committed to its founding principles of accessibility, quality, and education. The company’s story is one of resilience and growth, a testament to the power of innovation and a steadfast dedication to its mission. Looking forward, JTV’s leadership and team are excited to embrace new opportunities, explore emerging trends, and continue delivering extraordinary jewelry and gemstones to customers across the globe.
