MUMBAI: America's Collectibles Network (ACN) has relaunched its 10-year old shopping network as Jewelry Television by ACN.

The announcement was made yesterday. The stated aim of the change in its corporate identity is to reflect the channel's mission of opening the world of jewelry and gemstones to everyone.

Jewelry Television by ACN is one of the fastest growing home shopping network and the only one to focus entirely on the jewelry and gemstone category, a company release claims. The network ranks approximately 20th among the nation's top jewelry retailers, says the release.

The network emerged on the scene in 1993 offering collectibles ranging from coins and knives to fine jewelry and gemstones. Several years ago, the network decided to concentrate on procuring quality jewelry and loose gemstones and selling them at prices usually well below listed retail. "We're one of the 20 largest jewelry retailers in the country". "Our volume buying power and international jewelry manufacturing operations are of increasing significance, and we plan to keep passing the savings along to our customers", says Network's co-founder and senior vice president Bill Kouns.

"The relaunch includes a new corporate identity package, improved on-air graphics and presentation, and a revamped e-store, www.jewelrytelevision.com," explains Kouns, who also oversees the marketing function for Jewelry Television by ACN. "The network has a fresh new appearance that is indicative of our demographic audience and the quality they demand," notes Kouns.

Headquartered in Knoxville, Tennessee, Jewelry Television by ACN is currently seen in more than 65 million homes on a full or part-time basis. The network is a privately held corporation with more than 1,300 employees and can be seen on cable, broadcast or satellite in most US cities.