November 30, 2010, 3:20 PM

Jewelry Television engages m-commerce with both a site and an app

Customers can watch JTV on the app, which also features an encyclopedia.

Lead Photo

The retailer's m-commerce site (above) complements its mobile app.

Many retailers diving into mobile commerce start with a site and later deploy a mobile app. Jewelry Television, however, hopes to sparkle this holiday season with the launch of both a new mobile app for iPhones and Android smartphones and an m-commerce site, all of which enable browsing, searching and buying.

The mobile app delivers streaming live video from the television broadcast, a location-based GPS channel finder, numerous educational videos, a virtual ring sizer and a programming guide. And an encyclopedic Gemopedia features images, gemstone facts, pronunciations, birthstone calendar and product details.

Unique features and functions are important in the world of mobile apps, experts say, to wow customers into keeping an app on their mobile desktops. Jewelry Television, No. 153 in the Internet Retailer Top 500 Guide, points to its virtual ring sizer as such a feature. It measures the size of any ring that’s placed directly onto the screen of a smartphone. That way a consumer can determine the size of a ring she now wears so that she knows what size to order.

“Our goal was to put the world of jewelry and gemstones in the palm of your hand,” says Tim Engle, senior vice president of strategic development. “This shopping network has been built around educating consumers and delivering great value. It was imperative to meet women wherever they may be, and more and more often that’s not in the living room watching TV.”

The retailer uses Demandware Inc.’s e-commerce platform and chose the technology provider’s m-commerce extension.

“In addition to shopping the broadcast or online, you can now shop via our mobile app or mobile web site and still access more than 30,000 products from your mobile device,” says Craig Shields, vice president of e-commerce for “And because both the mobile app and web site are built on the same Demandware platform, shopping is seamless. For example, if you place an item in your cart while shopping from your iPhone or Android device, it will still be in your cart when you log onto your desktop computer at home or the office. Convenience is important to mobile shoppers.”

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