JTV Jewelry Television is an American based company that sells jewelry in the USA (mainly). They are big, have smart marketing, and are successful. Actually they have influence in the whole world on the jewelry branch. But the question is ‘how far goes their influence’ and do they dominate the jewelry branch and is that a good thing for you, the buyer and me, the seller?
One of a kind: green statement necklace, made of serpentine and silver
JTV is big!
In 1996 JTV started as an ordinary jewelry shop with a vision. And today they ‘own’ the world’s jewelry branch from Knoxville with more than 1700 employees, branches all over the world and their whole selling process is automated. More than 87 million Americans watch 24/7 to this channel and that’s not counting the viewers on mobile and I pad.
JTV is the leading company in producing jewelry and selling gemstones in the USA and jewelry makers in mostly Asia produce whatever JTV wants, in the quality and quantity they want. Therefore they have control over a great deal of the gemstone trade in the world.
One of a kind: purple gem necklace of fluorite and Thai silver
JTV can make and break fashion in jewelry?
There are some minor points to look at, concerning this. For instance: JTV is selling jewelry on television and matte gemstones don’t come out well on TV. So most of their jewelry is made with faceted gemstones. And due to the price, those gemstones have all the same amount of carats; gemstones above 1 carat are hardly sold and so hardly produced.
JTV can make and break fashion in jewelry. For example, when the tennis bracelet is hot, they order only tennis bracelets and when the fashion changes they order some other fashionable jewelry. It’s not unique and traditional Asian designs tend to vanish.
One of a kind: gray stone bracelet of quartz and Thai silver
Is JTV all bad?
That depends, what you want your jewelry to represent? For me, the jewelry should make me more beautiful, and show the world that I am a unique woman. My jewelry shows who I am and what I stand for. My jewelry camouflages my minor points (my length) and empathizes my great points (my eyes).
I want unique pieces of jewelry and not mass production stuff and I want to see the heart and the soul of the maker in my jewelry. Therefore I want to have gemstones in my pieces of jewelry, that is maybe not fashionable, and not faceted, and not shiny, but beauty from themselves and that beauty reflects on me.
One of a kind: wooden statement necklace made of palm seeds, the ivory of the wood, shell pearls
Is JTV making us happy?
But when you don’t feel like me, and you want to go with the flow and don’t mind buying new jewelry with every new fashion trend, this is great. It’s easy to come by, affordable and it’s a bit of entertainment
What do you think?
It may be clear what I think as a seller of unique handmade jewelry and as a jewelry lover (or magpie). But what you do think about buying your jewelry on television from a company that controls the world’s jewelry? I am just curious and ask you to let me know.
This is a rather controversial blog post because I am really interested in your opinion. Most of the time I write informational blog posts. When you want to know more about jewelry and the gemstones ask for my ‘FlorenceJewelshop Secrets’ that are published every 2 weeks.
Hug, Florence from FlorenceJewelshop