A faint techno drum pattern vibrates throughout the small control room, unnoticed by the three men sitting in front of a dozen TV monitors and a switchboard. The images on the monitors alternate between close-ups of a tanzanite-and-diamond bracelet and a TV host in the connecting studio emphatically describing the jewelry. One of the men presses a button on a touch screen to his right, and the monitors show a large rotating graphic of the bracelet's price dropping from $514 to $428. Seconds later, the bracelet is sold out, and a women's ring is introduced.

The Jewelry Channel is a live, 24-hour jewelry shopping channel that was launched in April and is broadcast nationally from its headquarters in Round Rock. The company sells diamond-and-gemstone jewelry, with particular emphasis on tanzanite, a purple gemstone gathered from mines in Tanzania.

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