Majors

JTV Now Selling Lab-Grown Diamonds

MajorsOct 29, 2018

JTV Now Selling Lab-Grown Diamonds

Last week, Jewelry Television launched about 50 styles with man-made stones to its millions of viewers.

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“Creating diamonds in a lab is an incredibly complex process that has taken decades to refine” said Bill Kouns, JTV’s chief merchandising officer and co-founder, “but JTV has the expertise to uniquely bring new products to market by utilizing a combination of educational and entertaining story telling.” The pictured 1-carat lab-grown diamond ring in 14-karat yellow gold sells for $2,499.99. (Image courtesy of JTV)

Knoxville, Tenn.—JTV (Jewelry Television) is getting into the lab-grown diamond game.

The Knoxville, Tennessee-based company launched an assortment of about 50 styles with lab-grown stones to what it says are its 85 million viewers last week via its 24-hour a day, seven-day-a-week broadcast, as well as on JTV.com.

The man-made diamond styles include pendant necklaces, stud and drop earrings, and engagement and occasion rings.

The collection starts at $159.99 for a pendant (those styles are already sold out) and tops off at $14,299.99 for a 2.02-carat oval center stone with diamond halo and diamond pave on the shank. JTV said the majority of pieces retail in the $199 to $2,000 range, while higher-priced styles are available in very limited quanitities. 

Like De Beers’ lab-grown line, Lightbox, JTV’s range features several pink diamond styles.

“Our initial launch was received very positively,” JTV’s Chief Strategy Officer, Tim Engle, told National Jeweler. “We believe this is a true disrupter, and JTV is uniquely positioned to provide customers a trustworthy and high quality source.”


These JTV diamond drop earrings sell for $4,098.99 and feature two carats of lab-grown diamonds. (Image courtesy of JTV)
Engle elaborated in a press release: “While demand for traditional mined diamonds will remain steady, we believe demand for lab-grown diamond jewelry will increase exponentially and are thrilled that JTV provides customers with a clear and trustworthy source for this exciting new option.”

JTV declined to reveal the manufacturing source of its lab-grown stones, simply noting they were “sourced from multiple partners across the globe to ensure only the highest quality of lab-grown diamonds are featured in JTV.”

The company joins the growing number of larger retailers selling man-made diamonds which already includes Amazon, and Rogers Enterprises Inc.-owned Rogers & Hollands Jewelers and Ashcroft & Oak Jewelers, as well as independent Mervis Diamond Importers, among others.

JTV ranked No. 10 on National Jeweler’s just-released 2018 State of the Majors $100 Million Super-Sellers list, with sales of $600 million.

Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

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