The company.

• Author: Heffes, Ellen M.
• Position: THE OFFICE - Over view of Jewelry Television - Company overview

Jewelry Television (LTW) is a television and Internet shopping channel focusing exclusively on jewelry, gemstones and related products. Its commerce Inc.

Founded: 1993

Headguarters: Rnoxville, Tenn.

Revenue: $315 million for PY 2011

Company Status: Privately held company

Number of employees: 1,300,, which includes 100 employees in a subsidiary in Thailand

Website: www.jtv.com

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How did the company get started?

The business was founded by Bob Hall, Jerry Sisk and Bill Kouns. It started as America's Collectibles Network Inc., and sold a variety of items, including coins, knives, sports cards, quilts, jewelry and loose gemstones. The network broadcast its first live show on Oct. 15, 1993, from a studio in Greeneville, Tenn.

After a decade of successful broadcast operations, the company decided to focus its business on what it did best--offering fine jewelry, gemstones and gemstone-related products at great prices. JTV was the first television shopping network to make this commitment.

What are some significant events in its evolution?

When the channel started in 1993, its only air time was part-time carriage on large satellite dishes. Now it has more than 500 affiliate contracts with the country's major cable operators as well as Direct TV and Dish Network. It has also grown JTV.com, a sales channel that today accounts for roughly 30 percent of total sales.

How has the business model changed?

In 2004, after several years of refining its sales strategy to focus exclusively on jewelry and loose gemstones, the company re-branded as Jewelry Television. The sales model of Jewelry Television was initially focused on television programming and the sale of closeout products.

With the evolution of the Internet and the conversion from analog to digital, the sales model has changed from 100 percent television to approximately 70 percent television and 30 percent Internet, and that percentage continues to change as we build a mobile sales channel.

Also, because of limitations to scale closeout products domestically, the company has dramatically expanded its international supply chain.

What are some current challenges/pressing business issues?

Obviously, the uncertainty of consumer spending due to high unemployment and a soft U.S. economy are creating challenges. Another is the continued appreciation in gold and diamond prices, which are primary commodities used to make the jewelry.

Still another major challenge is the conversion from...