Jewelry Television knew that with each passing day more women were connecting with JTV outside of the living room, away from the TV. So it built an m-commerce site and a powerful smartphone app, one that has been downloaded 200,000 times, JTV reports, and that accounts for 18% of total web traffic. The app features a live high-definition feed of the television channel. There’s also a feature that lets a shopper determine her ring size: She takes off her ring, places it on the smartphone screen, and the app senses and automatically sizes it. Then there’s an educational feature called Gemopedia, a vast storehouse of information on gemstones and videos of JTV’s buyers buying gemstones in markets around the world. The JTV app pulls together the latest technology and information to create a confident consumer.
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