Reality Show to Star Vegas Jeweler

Las Vegas retailer The Jewelers will star in a new reality show, Vegas Rocks, which will begin airing on the Lifetime channel this November, owner Mordechai Yerushalmi told JCK.

The show “will look at the creation of special orders,” Yerushalmi says. “We follow the piece from the minute the customer orders it through its creation.”

Yerushalmi says he thinks the show will be good for the industry.

“It will show all that’s involved in creating a special piece,” he says. “We will show the public how it’s done. It’s not as easy as people think. This will get people appreciating the creation of pieces.”

The company behind the show, Pilgrim Studios, has vast experience producing reality shows, including American Chopper, Dirty Jobs, and Ghost Hunters.

A notice on Pilgrim’s website says the show is looking for “fun, outgoing people with interesting, funny, or emotional stories behind their jewelry purchases.”

“Do you need to replace or refurbish a lost, treasured heirloom?” it asks. “Do you have a strange, unusual, or extravagant custom order? Are you surprising someone with a uniquely designed piece? Rings, necklaces, tiaras, watches, urns… All ideas and stories are welcome!” 

People who are chosen will receive a “sizable discount,” the site says.

Yerushalmi, whose store previously appeared on the reality show Storage Wars, says the producers “have been after us for some time,” because of the store’s reputation for creating big pieces for celebrities. 

He says that the producers have already filmed enough material for four shows.

The first few days of being constantly trailed by a TV camera “were a little difficult,” he says. “After that it became a little more normal.”

Vegas Rocks is not the first reality show to focus on the jewelry industry. In addition to Pawn Stars and the upcoming Project Accessory, also on Lifetime, JCK this year launched JCK Rock Star, a Web series that features a competition between five jewelry designers.

The Jewelers’ store in the Hard Rock Cafe was featured as a “Store We Adore” in the January 2011 issue of JCK.

JCK News Director