They keep beating the pants off them with their super buy prices. I just happned to scroll through right when they were selling two pairs of Bella Luce earrings for 19.99, round and Asscher. Of course I bought them, even though I bought studs from QVC yesterday. So who are they going against with all these "try me" prices, QVC? Shop LC? I can't imagine who else it might be.
They aren't competing against anyone. They are the only shopping channel that sells just jewelry so they are in a class by themselves. They've been around for around 30 years so I think they focus on holding established customers and bringing New ones in. Shoplc sells mostly jewelry but they sell a lot of other products too. I don't think either company competes with the other. When I buy something in gold, I admit I comparison shop between the two of them.
They're all the same. Sterling silver with Bella. The rest of it is 10K with groups of semi precious stones. The gold is super thin....barely one gram made into necklaces. The only good thing they do is put rhodium plating on anything Sterling. You'd think the rest of the networks would do that too. Women are buying them in droves and stuffing up jewelry boxes with sterling trinkets. There really isn't a similar network to JTV.
ShopHQ gets by with their endless 14K gold shows from Stefano and some 18K. Their recent ventures into 22K (India) & 24K (China) have not done as well.
Diamonique and Absolute dont even come close to their Bella, styles and prices are amazing.
I just purchased a rosegold over silver with champagne bellas from Vanna K, it is lovely. I am hoping it does not tarnish I have issues with gold over. So we shall see.