By Ashley Davis
“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

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.”

20181029 JTV2These 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.

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Since 1906, National Jeweler has been the must-read news source for smart jewelry professionals--jewelry retailers, designers, buyers, manufacturers, and suppliers. From market analysis to emerging jewelry trends, we cover the important industry topics vital to the everyday success of jewelry professionals worldwide. National Jeweler delivers the most urgent jewelry news necessary for running your day-to-day jewelry business here, and via our daily e-newsletter, website and other specialty publications, such as "The State of the Majors." National Jeweler is published by Jewelers of America, the leading nonprofit jewelry association in the United States.