CollectionsApr 13, 2026
Uniform Object’s New Jewelry Collection Centers on the ‘Carbon Form’The “Carbon Form” collection explores the contrast between high and low materials, using rubber cord alongside 18-karat gold and gemstones.
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.
“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.” 
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.
Editors' Picks
Sponsored by
The Latest
Events & AwardsApr 13, 2026
JA Accepting 2026 Impact Initiative ApplicationsThe program provides essential funding to organizations for projects that enhance the jewelry industry.
Events & AwardsApr 13, 2026
Couture Announces New Show in MiamiThe jewelry trade show is launching its first open-to-the-public event in Coconut Grove this November.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
CrimeApr 13, 2026
JSA Offers Reward in Oregon Jewelry Store Armed RobberyJSA is seeking information about the gunpoint robbery of a Kay Jewelers location in Oregon’s Washington Square Mall.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
