Sisk and Kouns came from a jewelry background, while Hall had TV production experience. The idea was to create a channel to sell collectibles in much the same way as other networks like QVC were already doing successfully.
While the original channel also promoted items like watches and coins, they began focusing exclusively on jewelry and rebranded as Jewelry TV (JTV) in 2002.
The company is based out of Knoxville, Tennessee, and is one of the largest jewelry television channels in existence.
The channel reaches 84 million US households and broadcasts 24 hours a day, seven days a week.
JTV focuses on all types of jewelry, but most of its pieces arefine jewelry, often with unique or little-known gemstones—though they also sell plenty of “standard” pieces with diamond, quartz, or pearls.
They have a large necklace, pendant, bracelet, and ring selection, as well as earrings and other accessories. You’ll find pieces made of yellow gold, rose gold, white gold, platinum, and sterling silver.
You can also find some fashion jewelry as well as loose stones and jewelry-making supplies.
I’ve reviewed a considerable number of jewelers, and I can say that the sheer variety of styles and products at JTV is second to none.
Suppose you watch JTV—either on your local channel or through theirwebsites’ live stream. You’ll quickly notice a pattern: everything they sell is supposedly rare, popular, valuable, discounted, and offered for a limited time only.
Most TV shopping channels, likeQVC orHSN, are the same way. But when it comes to jewelry, it’s easy to know which claims are real and which aren’t.
Unlike proprietary gadgets or collectibles, gemstones and precious metals are global commodities. Anyone with an internet connection can research a “precious” stone and see how rare it is and its market price.
You might guess that JTV can’t always sell valuable jewelry and gems at discount prices—and you’d be right.
Most of JTV’s products are bought in bulk, marked up far above market prices, then “discounted” as good deals from that inflated amount to a price close to market value.
The claims of rare quality are mostly marketing ploys to get a viewer to pull out their credit card. In reality, JTV’s manufacturing facilities are in Sri Lanka, Hong Kong, and Thailand, where labor costs are lower.
In 2008, JTV faced a class-action lawsuit over its promotion of the gemstone andesine-labradorite. JTV advertised the gem as all-natural when in fact, a chemical process was responsible for the color.
The suit claimed that JTV bought the gems for pennies, then sold them for $149 per carat. JTV settled the case out of court, paid a cash sum to customers, and did not admit to any wrongdoing as part of the settlement.
These statistics essentially mean that JTV does everything legally, doesn’t use misleading marketing, and has reasonable customer service.
But when it comes to the quality of their products and actual customer satisfaction, there’s a bit of a different story.
OnSitejabber, JTV has 2.5 of 5 stars, based on 249 reviews. TrustMama has 234 reviews on JTV.com, which average 2.0 out of 5 stars. And based on its 166 reviews of the brand,Consumer Affairs gives JTV 1.7 of 5 stars.
Most reviews are about the products’ low quality—a gem falling out of an item a JTV customer bought, for example—and frustrations with returns, shipping, or exchanges.
You can return any piece within 30 days for a full refund. Between 31 and 90 days, JTV will only accept products on an individual basis, and each return requires a restocking fee of 25% of the purchase price.
When it comes to their products’ quality,onlinejeweler forums almost unanimously advise users to stay away. These pieces aren’t investments but standard-quality gems promoted as unique and special.
Reddit user hi_bye summarized the mostpopular opinion of professional jewelers.
The JTV brand, they write, isn’t “technically scamming people, but they are choosing their words carefully.”
The final word on JTV
For personal use, a piece on JTV isn’t a wrong purchase, as long as you understand what you’re buying.
If you fall in love with jewelry on JTV, you’ll be getting a moderate-quality piece that’s seriously overhyped and overpriced. It’s certainly not an “investment” if you’re thinking of reselling the item at a later date.
While the company stays within the law on its claims, don’t trust the promotion you hear for “rare” or “special” JTV jewelry.
Jewelers don’t sell priceless, one-of-a-kind jewelry on daytime television.