A gem of an idea for selling jewelry

AFTER YEARS of watching their fine gemstone jewelry sold on home shopping programs, Rakhi and Gaurav Jain decided to start their own show.

It was a bold move for the married couple, who already have a successful business selling jewelry on the wholesale level in the city’s competitive Diamond District on W. 47th St.

But Gaurav Jain saw an opportunity to attract retail customers by offering the same high-quality rings, bracelets, pendants and necklaces at lower prices by producing their own shopping show.

Last year, the couple built a small studio in their Manhattan office and then decided to hire professional hosts, similar to those who banter with customers on QVC and the Home Shopping Network.

The show, “Prestige Jewelry Club,” began broadcasting in February on local cable channels and the Dish Network, with full-length episodes also available on the company’s website, pjctv.com, and YouTube.

“We think this is the first time in the American jewelry industry that a minor manufacturer of gemstones is selling directly to the American consumer” in this way, said Gaurav Jain, 35, CEO of the Primus Group, his family’s wholesale jewelry business.

The company is able to offer low prices by buying rough gems directly from mines around the globe, which are then polished and transformed into jewelry in-house. By selling directly through its website and television program, Prestige avoids middlemen and high markups.

For example, Gaurav said the club can sell a ring featuring a blue zircon, one-carat diamond in 14K gold for $2,500. It would normally retail for about $4,500.

“Typically, a piece of jewelry has gone through six or seven hands by the time it gets to the consumer.”

Both Gaurav and Rakhi grew up in Jaipur, India, where his father and grandfather had been in the jewelry business. They use their personal expertise with gemstones to train the hosts.

“We have been in the market for many years,” said Rakhi, 35. “Our experience with gemstones goes back decades.”

While they plan to expand the show to other parts of the country, the Jains said they don’t expect to compete with the home shopping juggernauts. Instead, they hope to carve out a dedicated following of jewelry enthusiasts while attracting curious shoppers.

“We want people to tune in and enjoy fun and educational programming,” Gaurav said. “We want you to fall in love with colored gemstones.”