What The Jewellery Channel does

The Jewellery Channel (TJC) is a UK-based, privately-held multi-channel jewellery and lifestyle retailer operated by Shop TJC Limited, founded in 2006 and headquartered in the United Kingdom. The company sells directly to UK consumers through four integrated channels: a 24/7 live TV shopping channel, the tjc.co.uk e-commerce website, native iOS and Android mobile applications, and a dedicated online jewellery auction platform (including £1 Auctions). Its core assortment is jewellery — diamonds (natural and lab-grown), tanzanite, moissanite, gold, platinum, and gemstone pieces — organised around several proprietary sub-brands: Luxuriant Diamond, Rhapsody (950 platinum tanzanite/diamond), Royal Bali, D'Joy, and GP / Giuseppe Perez (Italian Murano glass). It also sells health and beauty products, women's fashion and clothing, home and garden items, and fashion accessories, with prices ranging from £8.99 to £6,999.99. Supporting services include a subscription deals programme for beauty and lifestyle items, a "Pay in 5" interest-free instalment option (Budget Pay), free delivery above £65, and 30-day returns.

The business makes money through three primary streams: direct product sales across all categories (one-time retail purchases), online auction transactions (bid-based pricing on jewellery, fashion and home items), and recurring subscription revenue from beauty and lifestyle bundles. Marketing and customer acquisition are driven by the live TV channel (auction-style bidding, limited-time "Deal of the Day," "Monster Deal," "One To Own"), supplemented by email/SMS marketing, social proof via Trustpilot, Google Reviews, and Yotpo, SEO, and WhatsApp-based post-sale support. The customer base is the general UK consumer market — 1 million+ customers served cumulatively across nearly two decades of operation — with no enterprise or B2B channels. The platform also differentiates through customer education assets (Gemopedia, Diamond Guide, Birthstones chart) that reinforce trust in certified gemstones (SGL, IGI, AGI). The founder and owner is S. Ragavendra; the company operates with 51–100 employees and has no disclosed external funding, parent company, M&A, or geographic expansion beyond the UK.

Name

The Jewellery Channel

Legal name

Shop TJC Limited

Website

https://tjc.co.uk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

The Jewellery Channel is a UK-based multi-channel jewellery and lifestyle retailer selling directly to consumers via a 24/7 live TV shopping channel, e-commerce website, mobile apps, and online auctions. Founded in 2006, it offers certified diamonds, gemstones, gold jewellery, and adjacent beauty, fashion, and home categories.

Ownership category

akta.pro rank

Product category

Jewellery and Lifestyle Retail

NAICS

Jewelry Retailers (45831)

SIC

Retail-Jewelry Stores (5944)

akta.pro primary industry

Jewelry, Watches & Luxury Accessories DTC (CRAFACAG)

Keywords

• Jewellery retail
• TV shopping channel
• Online jewellery auctions
• Diamond jewellery
• Lifestyle e-commerce

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Marketing or Sales, Personnel, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: Retail sales of jewellery, diamonds, beauty products, fashion items, and home goods through TV channel, website, and mobile apps. Products sold at fixed prices as well as through auction-style bidding on live TV.
2. Online Auctions: Auction-based sales model where customers bid on jewellery and other products featured during live TV shows. Revenue generated from final sale prices of auctioned items.
3. Subscription Services: Subscription deals offered for beauty and lifestyle products with flexible savings and easy deliveries for subscribed customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Jewellery Channel (TJC) is a UK multi-channel retailer selling jewellery, diamonds, gemstones, beauty products, fashion and home goods primarily through a 24/7 live TV shopping channel combined with an e-commerce website, mobile apps and online auctions. Its offering spans proprietary jewellery sub-brands (Luxuriant, Rhapsody, Royal Bali, D'Joy, GP) plus certified loose diamonds, lab-grown diamonds, tanzanite, moissanite and gold pieces.

Product overview

The Jewellery Channel (TJC) is a UK-based multi-category retail platform combining a live TV shopping channel with e-commerce. The core offering centers on jewellery (diamonds, tanzanite, moissanite, gold, gemstones) with proprietary sub-brands including Luxuriant Diamond, Rhapsody (platinum tanzanite/diamond), Royal Bali Collection, D'Joy, and GP (Italian Murano glass jewellery). The platform expands into health & beauty, fashion & clothing, home & garden, and fashion accessories. Key services include 24/7 live TV shopping, online jewellery auctions, a mobile app (iOS/Android), subscription deals, personal shopping assistance, and a clearance outlet. The company differentiates through live presenter-led demonstrations, auction-based purchasing, and educational resources (Gemopedia, Diamond Guide).

Differentiator

Problem solved

Functional benefit

Products and services

• Live TV Shopping 24/7 live television shopping channel where UK customers can watch live product presentations, participate in real-time auctions and purchase jewellery, diamonds, gemstones, beauty, fashion and home items as they are demonstrated on air.
• Online Jewellery Auctions Digital auction platform for jewellery, fashion and home items where customers place competitive bids, manage watchlists and active bids, and pay for won auctions online.
• TJC E-commerce Website The TJC website (tjc.co.uk) provides a full e-commerce storefront where UK customers can browse, search, bid and purchase jewellery, beauty, fashion, accessories and home goods, manage their account, watchlist and order history.
• TJC Mobile App Native mobile applications on iOS (App Store) and Android (Google Play) that let customers shop the full TJC catalogue, watch live TV, track orders and access exclusive mobile-only deals.
• Luxuriant Diamond Jewellery Proprietary TJC sub-brand offering premium natural and lab-grown diamond jewellery, including rings, earrings, pendants, necklaces and bracelets with multiple cuts (cushion, oval, round, pear, marquise, asscher, baguette) and metals (9K, 14K, 18K gold, 950 platinum), certified by SGL and IGI.
• Rhapsody Jewellery High-end proprietary jewellery collection in 950 platinum featuring AAAA Tanzanite, natural diamonds and Colombian emeralds, with AGI certification and appraisal, targeted at premium gifting and special-occasion buyers.
• Royal Bali Collection Bali-inspired jewellery collection of D'Joy designs set with tanzanite, moissanite, amethyst and white zircon in 18K gold vermeil and rhodium-overlay sterling silver.
• D'Joy Jewellery Designer jewellery brand offering moissanite, tanzanite and natural diamond pieces with distinctive cultural-inspired designs set in sterling silver and gold plating.
• GP (Giuseppe Perez) Jewellery Italian-inspired jewellery collection from the GP (Giuseppe Perez) brand, including the Family Legacy Italy line featuring genuine Murano glass combined with 24K gold and sapphire.
• Lab Grown Diamond Jewellery Ethically sourced lab-created diamond jewellery available in multiple cuts (round, oval, pear, cushion, asscher, marquise, baguette) and settings, with IGI and SGL certification, priced from £159.99 to £4,999.99.
• Tanzanite Jewellery Tanzanite jewellery featuring AAAA-graded stones set in platinum and gold, accented with natural diamonds and AGI-certified on premium pieces.
• Moissanite Jewellery Brilliant moissanite gemstone jewellery positioned as a diamond alternative, featuring GRA-certified stones in various cuts and metal settings.
• Birthstone Jewellery Collection Jewellery collection organised by birthstone month (ruby, sapphire, emerald, diamond, pearl and other gemstones) for personal purchase and gifting occasions.
• Gold Jewellery Solid gold jewellery across yellow, white and rose gold in 9K, 14K and 18K options, priced from £19.99 to £2,999.99, covering rings, earrings, pendants, necklaces, bracelets, bangles and chains.
• Health & Beauty Products Range of health and beauty products including skincare (moisturisers, serums, cleansers), body care, makeup, hair care, supplements, fragrances and fitness equipment from brands such as 2bTanned, One Truth, Opatra, Skineance and Cetuem.
• Fashion & Clothing Women's fashion and clothing including tops, tunics, dresses, trousers, skirts, kaftans, kimonos, scarves and co-ord sets from brands such as La Marey, Emreco, Tamsy, Nova of London, Pure & Natural and Charlotte West.
• Home & Garden Home and garden products including LIVMORE bladeless tower fans, home textiles (blankets, cushions, rugs), home décor (lamps, candles), kitchen & dining and garden & outdoor items.
• Fashion Accessories Fashion accessories including handbags (leather, cross-body, tote, shoulder, clutch), footwear, watches (ladies, men's, branded, limited edition) and sunglasses from brands such as William Hunt, Lotus, Strada, Bulaggi and Grand Pelle.
• Subscription Deals Subscription-based service offering flexible savings and scheduled deliveries on recurring beauty and lifestyle product purchases.
• Clearance Outlet Online clearance section offering discounted jewellery, gemstones, gold, silver, fashion, home, beauty and accessories at reduced prices.

Quantifiable outcome

• 1 million+ happy customers served
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Blue Nile: Large online diamond and fine-jewellery retailer (now part of Signet) competing with TJC's diamond and engagement-focused lines at higher price points via a digital-only model.
• Goldsmiths: UK high-street jewellery retailer (Signet Jewelers subsidiary) selling branded and own-brand fine jewellery; a much larger incumbent competitor in UK fine jewellery, though distributed via physical stores rather than TV.
• Ernest Jones: UK high-street jewellery retailer (Signet Jewelers subsidiary) offering diamonds, watches, and branded fine jewellery; competes with TJC for UK jewellery spend via a national store footprint plus online channel.
• H.Samuel: UK high-street jewellery retailer (Signet Jewelers subsidiary) selling affordable gold, silver, watches, and diamonds; competes in the lower-AOV jewellery segment where TJC's gold and sterling silver lines also sit.
• The RealReal: US online luxury consignment marketplace including authenticated pre-owned fine jewellery; adjacent online luxury-jewellery peer competing for value-and-status-conscious UK and cross-border jewellery buyers.

Direct peers

• Ideal World: UK-based TV shopping and online retailer selling jewellery, beauty, fashion, and home goods via live broadcasts and e-commerce - the closest live-TV multi-category peer to TJC in the UK market.
• QVC UK: Major UK live-TV and online shopping channel selling jewellery, beauty, fashion, and home products; the most prominent direct competitor to TJC's TV-led multi-category model in the UK.
• Gemporia: UK-based gemstone and jewellery TV shopping channel (formerly Rocks & Co) selling loose gemstones, diamonds, and finished jewellery via live TV and online - directly comparable jewellery-focused TV shopping peer.
• JTV (Jewelry Television): US-based TV and online retailer focused specifically on jewellery and gemstones - same TV-shopping-plus-e-commerce model as TJC, even though it operates across the Atlantic.
• ShopHQ (formerly Evine Live): US multi-category live-TV and online shopping retailer selling jewellery, beauty, fashion, and home goods - a close functional match to TJC's multi-category TV-plus-digital format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/TJCSHOPPING
• Facebookfacebook.com/TheJewelleryChannel
• LinkedInlinkedin.com/company/893092

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Jewellery Channel