National jewelry retailer will nearly double its TikTok livestream hours and cement its position as one of TikTok Shop’s premier jewelry partners, delivering 56 hours of programming from September 28th through October 4th
KNOXVILLE, Tenn., Sept. 28, 2026 /PRNewswire/ — JTV®, the national jewelry retailer and broadcast network, today announced the next chapter of its strategic partnership with TikTok Shop: a weeklong Grand Opening Event taking place September 28th through October 4th. Marking JTV’s largest-ever investment in discovery e-commerce, the celebration will bring JTV’s signature jewelry shopping experience to TikTok Shop (@jtv_jewelrytelevision) through expanded livestream programming, collaborations with leading creators, new product launches, special programming and giveaways.
In celebration of the grand opening, JTV will expand its TikTok Shop (@jtv_jewelrytelevision) livestream schedule from 30 hours to 56 hours for the week (a nearly 87% increase), giving viewers more opportunities than ever to discover and shop jewelry and gemstones in real time. The event will feature live product demonstrations, interactive programming and direct engagement with JTV hosts, jewelry experts and participating creators.
Throughout the week, JTV will partner with top-tier creators for special live events and original video content designed to introduce the brand’s extensive assortment and accessible approach to jewelry shopping to new audiences.
The event is an example of JTV’s broader strategy to leverage LIVE shopping on TikTok Shop to reach new audiences and engage with its community. As shopping increasingly moves to short-form video and creator-led platforms, JTV is applying more than 30 years of broadcast retail expertise (honed across 24/7 television programming reaching approximately 60 million U.S. and Canadian households) to a new generation of digital-first jewelry shoppers. The Grand Opening Event reflects a broader, sustained investment in creator partnerships and livestream production, positioning JTV as one of TikTok Shop’s leading jewelry destinations and reinforcing the platform as a key growth channel within JTV’s omnichannel strategy.
“TikTok Shop (@jtv_jewelrytelevision) has created an exciting new way for consumers to discover products, engage with creators and connect directly with brands,” said Bart Sichel, President. “Through this next chapter of our partnership with TikTok Shop, we’re bringing the expertise, entertainment and sense of discovery our customers know and love to an even broader audience. This Grand Opening Event is just the beginning of what we believe will be a defining growth channel for JTV.”
The Grand Opening Event on TikTok Shop (@jtv_jewelrytelevision) will include:
- 56 hours of livestream programming (a nearly 87% increase over JTV’s typical weekly TikTok Shop schedule of 30 hours)
- Live appearances and original content from leading TikTok Shop creators like @shopbluewaters, @faithfessel, @thenashvilleblonde2, @dobs284 and more.
- Special themed programming and interactive shopping experiences
- New product launches
- Giveaways and additional surprises throughout the week
Viewers can join JTV’s Grand Opening Event on TikTok Shop from September 28th through October 4th by following @JTV on TikTok and on TikTok Shop (@jtv_jewelrytelevision). Additional event details and programming updates will be shared through JTV’s official social media channels.
Customers can also learn more about JTV by visiting JTV.com and following @JTV on Instagram, @jtv on Facebook, @jewelrytv on Pinterest, @JTV on TikTok and on TikTok Shop and @jewelry on X.
About JTV®
Headquartered in Knoxville, Tennessee, JTV® (Jewelry Television) is one of the largest jewelry retailers and broadcast networks in the United States, with more than 30 years of experience bringing fine jewelry, gemstones and fashion accessories to millions of customers. Through its omnichannel strategy, JTV connects with audiences via 24/7 live television programming reaching approximately 60 million U.S. and Canadian households, an industry-leading e-commerce platform, JTV.com, and a fast-growing social media and social commerce presence, including its expanding role as one of TikTok Shop’s leading jewelry partners.
Media Contact:
5WPR
jtv@5wpr.com | (212) 999-5585
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SOURCE JTV® (Jewelry Television)
