I think competition today is fierce for stores and for jewelry designers. I don't think Tacori did a disservice to jewelers by teaming up with QVC. Tacori has a luxury line, available at fine jewelers, and a fashion line, available at QVC. Two different markets are being served, and the Tacori name gets more recognizable. QVC helps make consumers into jewelry lovers by offering low-price alternatives to designs that are otherwise too pricy. When consumers grow more sophisticated, they'll want the higher-end items. Either way, discretionary monies are being spent on jewelry rather than electronics or travel.

Tacori seems to be having a hard time and their decision to go on QVC. I will promote it less because of that and see how my figures look. Nice people. I am disapointed that we may have to part company.

I agree with Jennifer. Having Tacori on QVC is like having a free commercial for the brand. They just brought the name and style of the brand into the livingrooms of people who never heard of the brand and so, increased the awareness of it. For that reason, it will be good for your sales, not bad. As a sales person, you should be able to expain the differences in the materials used as well as the level of service that you can offer to your customer.

This appears to be a classic case of brand extension gone wrong. If you go to the QVC web site to see the collection, you will find 14 pieces of which 12 cost less than $125. The other two pieces are less than $200. Great price points for impulse buyers, i.e. tele-shoppers. But look closely at the pictures of the pieces using the website tools. To hit these price points, they pulled the plug on quality and this is what was left in the bottom of the toilet. Years of marketing the Tacori brand created the brand name appeal that made the QVC offering a sellout. Unfortunately, these price-point buyers will take delivery of jewelry that is the antithesis of the Tacori brand; ultra low quality mass market junk. Tacori owners will see this as a crass attempt to capitalize on brand recognition, QVC buyers will get a disappointing ‘Tacori’ piece, and the Tacori retailers will lose an impulse sale and are stuck with a devalued Tacori brand.

I think QVC shoppers know they're getting a different piece entirely than the item sold at the local fine jeweler. QVC is supposed to provide great price points for impulse buyers. You get a taste of a designer's work. Just a taste. These buyers probably aren't the customrs of jewelers who oppose this deal, and that's fine. Honestly, though, the Ann King pieces I've bought on QVC were really nice! Not junk at all. I wouldn't ask for an anniversary gift from QVC mind you, but it's a fun shop for new fine fashion pieces (silver and 18k).

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I would like to tell you of the importance of this new lower priced line. I purchased a Tacori ring for my wife a little over a year ago. At the time the engagement ring did not have a matching wedding band. I was forced to mail the engagement ring back to tacori so they could make a wedding band to exactly match the pattern/style of the particular engagement ring I purchased. I had one of my grandmother's diamonds that she had left for us grandsons to give to our future wifes. With the diamond and two rings they were appraised at approx. $9K. We are a very young couple and do not have much but did have this spectular piece that signify our life long commitment to one another. Now for the reason I think this line is great. A little over a month ago my wife's rings were stolen. This has absolutely devisated us to say the least. To make matters worst it turns out that our insurance is only going to cover $1K of the total value. I'm keeping my fingers crossed that hopefully somehow we will recover her original rings but this is highly unlikely. I found out about QVC's line of Tacori about 8 hours after the show aired and am now on a waiting list for two of the rings they had out of stock. I emailed Tacori and told them the situation. They emailed me back and told me when more would be available and where very proffessional and sensitive to our situation. I am pleasantly surprised at their response, they had no obligation to respond to my inquiry on the availabilty of anything and they have gone far and beyond what I expected. So in closing, for the situation I've been through the past month I can't tell you have great it is that Tacori is offering affordable products that people like me in my situation really helps. True, these rings won't have the same monetary value of her originals but they will still symbolize our commitment to one another. Eventually down the road I will get my wife the real thing, but now that's just not possible. Again, thank you to Tacori, they are a great company and I'm very impressed with the quality of their products and their customer service.

I saddens me to hear that Tacori has now "got in bed" with QVC. As QVC does creates a great amount of brand awareness, there is also a cheap effect to there products. We as independent jewelers work very hard to set ourselfs apart from the "big box" markets. Our store has spent a great amount of money promoting and creating a want for this product. I personally feel betrayed. As a youngster I craved to have a better named clothing by the name of Bobby Brooks. This was a higher end line of prestige and quality. Now the line is sold in Walmart, I think this is where Taccori is heading.

I have no idea if Tacori’s decision to sell on QVC will work out well for them or not. I can also understand why a retailer, whose been stocking their line, would have, serious, concerns. However, I do not agree with one of the comments posted here. I’ve been in jewelry manufacturing for over 45 years. About 15 years ago, I worked for QVC’s Diamonique division. I was involved in helping vendors meet Diamonique’s, obsessively, rigid QA standards. Therefore, I was very surprised by the comments made about looking at the pictures and noticing the “junk quality”. Out of curiosity, I went to QVC’s web sight, and checked on ½ a dozen styles. Multiple shots of each. I was not surprised to find excellent, detailed, photography, with the ability to enlarge, more than enough, to see the quality. Nor was I surprised that, even at very extreme enlargement the quality of the labor, of the six pieces I checked, was far from junk. I doubt that stock pieces, in the respondents store, would hold up to extreme close up photography any better than the Tacori pieces. Shown. It made not be a good decision. It may not even be correct, but fair is fair, the pieces I checked were not junk

Tacori knocking off it's own products is a boon for my store! Last week I had a customer ask if we sell Tacori. I said we don't. Then showed them a print out of the QVC pieces and explained that we believe it's a disservice to our customers to sell them a ring for several thousand dollars, then have them run into someone with a low-end look-alike. I went on to explain that we only sell high-quality, unique pieces. I like Tacori, but this QVC thing they've done shows me a true lack of brand integrity!

I like Tacori and I like that they're offering a greater variety of pieces that can be worn every day. I make all of my jewelry purchases based on seeing desings that I like, and I mix and match my "fine jewelry" (diamonds, gold) with my "costume" pieces; and I always get great compliments. Personally, I think that a lot of other great designers -- like Very Wang going into Kohl's, or like Karl Lagerfeld designing for both CHANEL and H&M -- have been able to stay luxurious and beautiful, while also providing more afforable options for more customers. I don't think this was a mistake for either one of them - and I'm just happy to be able to purchase more great designs! As far as Tacori is concerned, as long as the jewelry is beautiful, I will be happy to purchase their designs, both from QVC as well as from my local jeweler.

I find this move despicable and horribly short sighted. I own businesses in several industries and this has been a constant and growing problem. Moves like this one from Tacori will almost certainly come back to bite them. When they've lost the trust and respect from their independent dealer network and have no place to sell their profitable items....they will most likely be forced to sell predicated solely on price and turn into an entry level line, reduced to selling exclusively at chain and telemarketing outlets.

I carry the Tacori line in my store, and the day after the QVC show aired, my website volume tripled -- with the majority of the visitors clicking through to Tacori designs. Personally, I'm happy to have more customers interested in Tacori...probably because I'm confident that my staff has the skills necessary to sell these people the high-end designer lines that I do carry in my store.

I am the proud owner of a pair of Tacori bangle earrings purchased from QVC. I am one of the many people placed on back order after that phenomenal program aired. I was also the US Market Liaison for DeBeers for 20 years at JWT and before that NW Ayer. As a result I own many beautiful pieces of diamond jewelry. I think my Tacori earrings are beautifully designed and made. I can wear them proudly with my diamond jewelry and people can't tell the difference. They're fun and I love them!

To the person who saw triple increase in website browsing of Tacori: Congratulations! Has it increased your sales?

I am a recent college grad, and my boyfriend of 5 years and I don't have any money right now (grad school and med school) so the QVC ring is perfect. When he finishes grad school and goes to residency, we can afford a real tacori setting (but not he diamond, so we'd keep the cz)...we'd replace it with a diamond when he finishes residency.

The beginning of the end, just as for America. Sadly.

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We carry Tacori rings in our store and online, and couldn't be happier with the response they elicit from consumers, regardless of the price. Once they see the Tacori rings we offer, the price pretty much defines itself. It also helps that we offer super low prices :)