About Juwelo

Juwelo

Juwelo is a Berlin-based jewellery teleshopping channel specialising in coloured-gemstone jewellery at accessible prices. On air since 1 June 2008, it presents genuine gemstone jewellery live for 18 hours every day — around 500 different gemstone varieties, each piece delivered with a certificate of authenticity — via satellite, cable, and streaming. Operated by Juwelo Deutschland GmbH, a wholly owned subsidiary of the Berlin-listed elumeo SE, it is Europe's leading TV retailer of coloured-gemstone jewellery.

Overview

Juwelo is jewellery television. Its channel broadcasts live jewellery sales 18 hours a day: expert presenters display gemstone pieces in detail, explain the stones' characteristics, and sell through live auctions and fixed-price offers. The range spans around 500 gemstone varieties — from familiar sapphires, rubies, and emeralds to rare collector stones — with each piece delivered with a certificate covering its dimensions, weight, origin, and precious metal.

The company is Juwelo Deutschland GmbH, based in Berlin and a 100% subsidiary of elumeo SE — the Berlin-based group that describes itself as one of Europe's leading manufacturers and distributors of high-quality jewellery. elumeo's business model is direct selling without intermediaries: the group manufactures in its own facilities in Chanthaburi, Thailand — the world centre of coloured-gemstone cutting — and sells directly to European consumers through Juwelo's television, online, smart-TV, and app channels.

Beyond television, the Juwelo online shop operates around the clock with classic fixed-price offers, so customers can access the range at any time. The brand broadcasts in Germany, Austria, Switzerland, Spain, Italy, and Poland, with online shops additionally serving France, the Netherlands, and Belgium.

History

Juwelo started on television on 1 June 2008, presenting genuine gemstone jewellery live — 18 hours a day from the beginning. The channel was founded on the model of Britain's Gems TV: expert-presented jewellery auctions offering quality pieces at transparent prices, with no hidden costs.

The channel's parent, the elumeo group, was founded as a joint venture in 2008 in Berlin and Chanthaburi, Thailand, and grew rapidly: in 2014, the group's entities were formally merged under the holding company elumeo SE, which by then employed more than 1,100 people worldwide and generated around €70 million in sales. The group established the premium AMAYANI brand for the high-end coloured-gemstone market alongside Juwelo's accessible positioning.

Juwelo pioneered live commerce early: in 2015, elumeo launched the Juwelo app — developed in-house — allowing users to follow Juwelo TV's live offers in real time on mobile devices with an interactive bidding function, making the company one of the pioneers of the "live commerce" trend. The group later launched Jooli, an AI-powered video-shopping platform.

The company has faced the headwinds of cautious German jewellery consumers: elumeo restructured — reducing exposure to products under €50, cutting unprofitable broadcasting hours, and prioritising online customer acquisition — and returned to positive adjusted EBITDA in the first half of 2026. In 2026, elumeo raised €1.785 million through a private placement to fund international expansion and AI-supported processes.

Programming and Content

Live jewellery presentations are Juwelo's programming. The 18 daily live hours combine interactive auctions — viewers bidding in real time — with fixed-price offers: presenters display each piece in close-up, explain the gemstone's characteristics and origin, and guide viewers through the purchase. The format's interactivity — viewers competing for limited pieces and influencing prices — makes jewellery shopping entertainment.

The range's breadth is the proposition: around 500 gemstone varieties, from diamonds and classic coloured stones to exotic rarities, set in gold and silver. Each piece ships with a certificate of authenticity detailing dimensions, weight, origin, and precious metal — the trust mechanism that makes buying jewellery through a screen viable.

Educational content supports the sales: gemstone features, origin stories from the Thai cutting centres, and presenter expertise turn the channel into a gemmology lesson as well as a shop. The online shop's fixed-price range complements the live auctions for customers who prefer to browse at leisure.

Coverage and Audience

Juwelo TV broadcasts digitally 18 hours a day via the Astra satellite and in the cable networks of 15 German federal states, with live streams available online and through the Juwelo app. The brand's television channels serve Germany, Austria, Switzerland, Spain, Italy, and Poland; its online shops additionally serve France, the Netherlands, and Belgium.

The channel's audience is jewellery lovers and gemstone collectors — predominantly women, spanning the demographics that value accessible luxury. The certificate-of-authenticity promise and the direct-from-manufactory pricing attract buyers who want genuine gemstones without high-street markups. Detailed ratings are published by the industry's measurement bodies.

Ownership

Juwelo is operated by Juwelo Deutschland GmbH, based in Berlin, a 100% subsidiary of elumeo SE — the Berlin-listed jewellery group. elumeo's subsidiaries span Germany, Italy, the United Kingdom, Thailand, and Hong Kong, with manufacturing in Chanthaburi and Bangkok.

As a commercial broadcaster, Juwelo TV is licensed by the German state media authorities and operates within Germany's dual broadcasting system.

The Coloured-Gemstone Business

Juwelo's business rests on a structural advantage: vertical integration from Thai cutting houses to European living rooms. The elumeo group manufactures in its own facilities in Chanthaburi — the Thai city that is the world centre of coloured-gemstone cutting — and sells directly to consumers without intermediaries. This direct model is what makes the accessible pricing possible: the same gemstones that pass through multiple wholesalers and retailers on their way to high-street jewellers reach Juwelo's viewers with fewer markups.

The coloured-gemstone focus is itself a strategy. Diamonds dominate the jewellery market's attention, but coloured stones — sapphires, rubies, emeralds, tanzanite, spinel, and hundreds of rarer varieties — offer the variety and discovery that suit television: each stone has a colour, an origin, a story. With around 500 varieties in the range, Juwelo can present novelty indefinitely — a new stone, a new origin, a new cut in every show.

The certificate of authenticity is the trust infrastructure: dimensions, weight, origin, and precious metal documented for every piece. In a market where buyers cannot touch the jewellery before purchase, the certificate — combined with the presenters' expertise and the group's manufacturing credentials — substitutes for the jeweller's loupe and the high-street reputation.

Live Commerce Pioneer

Juwelo's 2015 app launch made it one of the pioneers of live commerce — the blending of live video and e-commerce that would later become a global retail trend. The in-house-developed app let users follow Juwelo TV's live offers in real time on mobile devices, with an interactive bidding function: viewers could compete for limited pieces and influence prices from their phones, years before live-shopping became a social-media staple.

The company's e-commerce chief at the time described the blurring boundaries between TV, internet, and telephone sales — and the app as the logical step toward customer needs. The insight proved prescient: within a decade, live commerce would be a multi-billion-euro global phenomenon, driven by platforms that replicated what Juwelo had built for jewellery.

The group extended the concept with Jooli, an AI-powered video-shopping platform — applying the live-video-commerce model beyond the Juwelo brand. And the 2026 capital raising, earmarked partly for AI-supported processes, signals continued investment in the technology of selling. From television auctions to app bidding to AI video shopping, Juwelo has repeatedly been early to the formats that define modern retail.

Digital Presence

juwelo.de is the brand's 24-hour online shop — the full jewellery range available around the clock with fixed-price offers, complementing the live television auctions. The Juwelo app, launched in 2015 as a live-commerce pioneer, lets users follow live broadcasts in real time and bid interactively from mobile devices.

The group's Jooli platform — an AI-powered video-shopping service — extends the video-commerce concept beyond the Juwelo brand. Juwelo's social-media channels engage the jewellery audience with product features, gemstone stories, and live-sale events.

For European jewellery lovers, Juwelo remains what it has been since 2008: genuine gemstones, presented live, at direct-selling prices — the television jeweller with its own cutting houses in Thailand.