Gems TV mulls stocking more branded jewellery


MD Pam Aujla believes there is room for brands in broadened offer.

Gems TV managing director Pam Aujla has said that the TV shopping channel is considering stocking more branded jewellery.

The TV retailer has previously only sold unbranded stock and collections by celebrity designers, including ranges by singers Lily Allen and Alesha Dixon, but recently won exclusive UK distribution of US brand Effy and there could be more opportunities for brands to sell through Gems TV.

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Aujla said: “There is a place for brands and it’s something we’re thinking about. We’re open and receptive to stocking brands.”

Aujla, who joined Gems TV in June, said that Gems TV’s long-term goal is to become a “department store for jewellery”, offering a wide range of styles and price points. Part of this strategy is to stock more fashion-forward jewellery and work with celebrities on special collections.

Gems TV is broadcast in 14 million homes in the UK and at the beginning of the year signed a potentially lucrative deal to host the channel on Freeview television. Aujla added: “The Freeview platform is critical to our future growth.”

You can read more about Gems TV in the April issue of Professional Jeweller magazine. To sign up for a free subscription to the magazine visit and select ProMedia from the scroll-down menu.

Tags : Alicia Dixonbranded jewelleryGems TVJewelleryLily Allen
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