The Jewellery Channel is a British falling-price auction-style home shopping channel specialising in jewellery, the primary competitor to Gems TV. The channel launched on 4 April 2006, and currently broadcasts from 06:00 to 02:00 daily.

Background

The Jewellery Channel is part of the VGL & the STS Jewels groups. The company mines and handcrafts many of the products sold on its TV networks, hence cutting out the "middleman" in attempts to undercut high-street prices.

TJC claim to sell the world's widest variety of gemstones, and that they are one of only 8 sightholders to the Tanzanite One mine. In addition to commonly available gemstones, the channel also sell their own exclusive brands of jewellery including Iliana and Rhapsody. The channel occasionally offer themed days such as 'One Price, One Plunge' where everything sells in 4 minutes or under, and a 'Double Quick Gems' day, where viewers are against the clock, and other viewers not knowing the quantity available. The channel also has discount days where it reduces the final auction prices by 20% or 17.5% (the latter the equivalent to the UK 17.5% VAT charge).

On Monday 14 January 2008 The Jewellery Channel moved from Teddington Studios to brand-new purpose-built studios in West London, simultaneously switching to widescreen-format broadcasting. It plans to broadcast in HDTV in the future.

On Saturday 11 April 2008 The Jewellery Channel launched delivery to the Irish Republic for the first time.

Similarly branded channels are available in the US - The Jewelery Channel - and Germany - Der Schmuckkanal .

Criticism

Misleading customers

The Jewellery Channel has been censured by the Advertising Standards Authority for misleading customers in connection with the quality of its products.

Prosecuted by Trading Standards

On 16 January 2008, The Jewellery Channel was prosecuted by Trading Standards for making false claims about the treatment of a gemstone product sold through its TV channel. After complaints were made, the channel discovered that it had been selling jewellery described as natural 'pink topaz’, when in fact it was colourless topaz sprayed pink.

The channel pleaded guilty to 16 offences under the Trade Descriptions Act – eight for applying false trade descriptions and eight of supplying goods to which false trade descriptions had been applied. They were fined £3,200.

ASA Complaint

In May 2008, The Jewellery Channel was censured by the Advertising Standards Authority for misleading customers in its broadcasts. Concerns over the inferences of the channel's auction start prices and the "pressure" of the channel's timed auctions were among the problems the ASA found with the channel's remit. In response, The Jewellery Channel plan to remove the start price from broadcasts "for the sake of clarity" from 30 June 2008.

Platform availability

The Jewellery Channel is available on Sky Digital from 06:00 to 02:00 and simulcasts on Five USA/ Freeview Channel 31 between 06:00 and 12:00. This allows the channel to be available to viewers on Freeview, Virgin Media and Tiscali TV, in addition to Sky Digital .

The channel was also carried on Freeview 44 between 19:00 and 21:00 between December 2007 and May 2008. The channel was replaced with a second Gems TV stream, which itself ceased in April 2009 as it was used for extended hours of CNN.

On 22 November 2009, The Jewellery Channel was added to Freesat on channel 815.

Presenters

  • Derek Gibbons
  • Vicki Browne
  • Sarah-Louise Buckle
  • Anoushka Williams
  • Steve Milne
  • Ian Gardner
  • Liz Fuller
  • Jim Brooman
  • Elisa Portelli
  • Chloe Marshall
  • Jim Brooman
  • Derek Marks

Former presenters

  • Abby Surgeon - Last show July 2007,
  • Donna Duval - Last show - September 2007,
  • Chloe Marshall - Last show in November 2007,
  • Justine Van Buren - Departed the channel in January 2008
  • Gema Ensenat - Final show April 2008
  • Lottie Mayor - Last show 13 June 2008
  • Simon Brown - Last show June 2008

References

  1. ^ Advertising Standards Authority - October 2007
  2. ^ Maidenhead Advertiser news article
  3. ^ Advertising Standards Authority - May 2008
  4. ^ "Update Scan – 24/11/09". Join Freesat . 2009-11-22 . http://www.joinfreesat.co.uk/index.php/update-scan-241109 .  

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