Saturday, January 3, 2015

Live From New York … It’s JTV

Truth be told, most Fashion Editors (such as this Fashion Editor, no doubt) are quite jaded; rarely get excited about anything, but when a bored, jaded Fashion Editor does get excited about something, there really has to be quite a unique, different and interesting twist about that particular brand, designer, store, or, as in this case, about a very cool, pre-Holiday, 2015 Jewelry Preview Party, recently hosted in Manhattan, at the posh, Bryant Park Hotel, by the Knoxville, TN-based, home shopping network, Jewelry Television.

For those of you out there who are wondering about JTV and the mega spread of unique jewels - fashion, fine (and everything in between) – served up live, on air, 24/7/365, and via the internet (, at varied price points, the short story goes something like this. JTV focuses on the “jewelry for everyone” credo, which is a neat trick to accomplish, especially when considering that the company manages to offer a reported 30,000 jewelry options across its repertoire.

All of this translates into lots of designer and private collection offerings, from a mix of well-known and not so well-known names, many of whom regularly appear on air, alongside a JTV Show Host, where, while the jewelry is always the hero, the banter is chatty and casual, in order to obviously add that key personal touch, in order to bring shoppers instantly and directly into the mix.

Unlike the other Home Shopping Channels out there, JTV’s main event is all about the jewelry, all of the time; on air and on line. What this means is that JTV wants to tempt as many shoppers as possible (in the shortest time possible, of course) with the golden opportunity to take full advantage of a huge array of loose gemstones, petite and large cocktail rings, small to chunky necklaces, bracelets, and the like - with many different varieties from which to choose within each grouping- right along with diamond baubles (real and real-like simulants); worked in metals and 14k gold; “Made in Italy” pieces (totally haute couture in feeling; karat gold, as well as “look of gold”); precious pearls, embracing a wide range of extremely affordable, cultured pieces, as well as the more swanky, high-end varieties, such as Keshi, Tahitian, South Sea, Japanese Akoya. et al.

JTV works hard, in order to grab the shopper’s interest immediately. In this way, each and every on air and website presentation must always be well targeted; in terms of each jewelry collection, Show Host, appropriate designer appearance, etc. The goal, obviously, is to continually enhance and fulfill each shopper’s desire, to easily and quickly purchase and own that special piece of jewelry, because, no matter what that shopper’s budget may be; no matter the amount of her or his purse – perhaps just a mere few dollars or mega thousands – each customer is able to dream her or his dream, in terms of basically affording and owning that treasured gem at nearly every price level.

Now, as for the event, and pardon the pun here, absolutely no “stone” was left unturned during the JTV Rocks Cocktail Party. Set against the Hotel’s luxy, top-floor, Loft space, the sparkly gems mixed and mingled with the glittering, night-time Manhattan, skyline views. Sure, there were the requisite, huge platters of food and flowing wine and champagne for all guests to enjoy, but the real fun of the evening began with an invitation for everyone to select a ring from amongst the many offerings, which were nestled in oversized cocktail glasses, as part of a very glitzy, “Cocktail Ring Bar”. FYI, this Editor chose a huge, gunmetal tone/multicolor purple/white crystal dome ring (Off Park Collection); way more expensive-looking than the $39.99 JTV price, as was noted in the full-color, oversized, magazine-style catalog, handed out at the event). 

JTV'S Cocktail Ring Bar Served Up Very Dry Martinis
Some Were Stirred, Others Shaken, All Were Stylish

Further to promoting the highly visible, totally accessible jewelry as the main event, with focus, naturally, on the season’s specific “Trending” stories, several different, well-edited and tightly-themed groupings were laid out tabletop style, against stark white cloths, accentuated by softly colored silk ribbons. While for this Editor, nearly every trend and just about every piece of jewelry; all at varied price-points, were superb, there were definitely certain standouts. Here, this Editor’s picks for the best of the best:

“Welcome to the Jungle”: Titanic Jewelry Collection, Juliette’s Exotic Flower Brooch ($159.99); Off Park Collection, two-tone mesh Snake Necklace ($36.99) and crystal, glass, enameled silver tone Leopard Ring ($39.99).

Lighter Shade of Pale”: Mia by Moda Al Massimo, multicolor Murano glass bead 18k yellow gold over bronze strand necklace ($657.50),Stratify, 33.30 ctw oval Bollivian Orchid Amethyst/18krose gold over silver 3-row bracelet ($299.99) and 17.86ctw Brazilian Amethyst 18k yellow gold over sterling silver dangle earrings ($129.99), round Swiss-blue topaz sterling silver Floral Necklace ($299.99), Charles Winston for Bella Luce, Rhodium over sterling silver Cocktail Ring ($99.99)

“Bold and Beautiful”: CharlesWinston for Bella Luce, Tanzanite color 30.75ctw Rhodium over sterling silver Bracelet ($499.99), 33.35 ctw oval, marquise, royal London Blue topaz with 13.20ctw round white topaz sterling silver Bracelet ($479.99), Off Park Collection ,gunmetal tone crystal Flower Necklace ($99.99), free-form Red Sea bamboo coral Rhodium over sterling silver multi-strand 18 inch Necklace ($49.95)

“Stack It Up”: Splendido Oro 14k rose gold artformed silk ring (shown also shown in 14kwhite gold, 14k yellow gold ($87.50), Sophisticated Steel, 22.00ctw carnelian, manmade Swarovski Element glass stainless steel Necklace ($59.99), Off Park Collection, gunmetal tone crystal chevron multi-strand Drape Necklace ($39.99)

“Heavy Metal”: Moda Al Massimo, Made In Italy, 18k yellow gold over Bronze fancy curb link Bracelet ($149.99) and 18k yellow gold over Bronze circle link Necklace ($129.99); Stile Italiano Rhodium over sterling silver graduated Circle Necklace ($129.99) and Rhodium over sterling silver filigree design Chandelier Earrings ($79.95), Diamond cut 18k rose gold over sterling silver spiral round Dangle Earrings ($79.95)



1 comment:

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