After having signed equity financing with Gems TV Holdings Limited, Jewelry Television's parent company, Multimedia Commerce Group now holds up to 32.7 percent stake in Gems TV. The finance is in the form of $60 million in cash, inventory and assets, which includes cash worth $10 million, a $10 million promissory note, jewellery worth $20 million and assets worth $20 million including proprietary technology, brand and domain names, www.thaigem.com, and around 15,000 custom jewellery designs.

Taking this arrangement further, Jewelry Television is considering to make the Gems TV reverse-auction programming format part of its fixed-price selling format. It has retained many Gems TV employees and on-air presenters and is working at winning consumer loyalty from the Gems TV customers, reports say.