Jewelry Television launches interactive e-commerce site

Knoxville, Tenn. Jewelry Television has launched a site called, where shoppers can create their own jewelry.

Interactive tools allow shoppers to design diamond jewelry based on criteria, such as carat weight, clarity, color, cut, shape, metal type, and price range, while viewing design images before purchasing.

"We launched because more and more consumers are purchasing diamond jewelry online for a larger selection and better pricing," said Craig Shields, VP e-commerce of and "We wanted to create a space where consumers could educate themselves about purchasing diamond jewelry.”

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