JTV Jewelry Review: Quality & Marketing Tactics

Jewelry Television (JTV) is a major jewelry retailer known for its televised sales. However, the quality and marketing of JTV jewelry are often questioned. While JTV discloses gemstone treatments, overall quality can be inconsistent. Gem material is often decent, but cut quality may be subpar compared to gems from reputable dealers.

One major criticism of JTV and similar retailers concerns their marketing. They often promote lesser-known gemstones with limited demand as rare and desirable. This hype, combined with low prices, creates a perception of exclusivity and value that may not reflect market reality.

Quality varies depending on individual preferences. While JTV describes gemstones positively, the actual appearance can sometimes disappoint. For example, advertised vibrant tanzanites might be pale in reality, not reflecting high-quality characteristics. This discrepancy between marketing and reality can mislead consumers.

JTV’s white sapphire promotion exemplifies their marketing. Before television jewelry retailers, white sapphire was largely unremarkable. However, JTV created demand through marketing, increasing prices and interest. This demonstrates marketing’s power to influence perception and value.

JTV’s claim as the largest loose gemstone retailer in the US requires scrutiny. This focuses on “retail” and “loose.” For those familiar with the wholesale market, where better prices, quality, and information exist, buying loose gemstones at retail might not be ideal. Most retail buyers prefer finished jewelry, not loose stones.

While JTV’s marketing and quality are debatable, their contribution to gemstone awareness is undeniable. They’ve introduced a wider variety of gemstones to the public beyond diamonds, sapphires, rubies, and emeralds. This increased awareness benefits the industry.

Ideally, JTV could be more transparent and educational. Providing accurate information about quality, rarity, and value would enable informed purchases. Greater honesty and less hype could enhance JTV’s credibility and foster lasting customer relationships.