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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.
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