This is why if I want something I always try to buy the last one (or two - and send one back). That way I know what I am getting and, hopefully, it is the studio sample. I did buy a couple of bits this December for Christmas. I have not ordered for a year before. But I am still nervous so everything goes on the credit card. Then, if I return it - and then the company folds before I get a refund - I will hopefully be covered. I've always sent everything back next day signed for anyway. It's a shame I have lost so much trust in their solvency that I have to think about these things in a way I never worry about for QVC - but that's the way it is for Gems now.I remember the occasional viewer questioning things like this with Alex, and also questions like "why are these cheaper on Gems TV despite them being set into jewellery on there" - and you could tell he looked slightly awkward and got around it by saying things like "It depends when we bought them, the quality of the cut, the saturation of the colour, etc - you can't just say well if a 1ct stone is £100, this 0.5ct stone should be £50", etc. He'd try to suggest that one may have been bought 5 years ago, and the other one 5 months ago, etc.
Which is nonsense really because when they sell quantities of more than one, they have a 'studio sample' in a bag - with the rest kept in the vault. I suspect that the 'studio sample' is the best from the bundle and cherry picked for that reason. They once used to deny having a 'studio sample' - But I know for a fact that they do (plus i'm sure I've spotted one of the bags slip into view on screen with a label on it clearly saying 'studio sample')
As an aside, Jeff's early morning shows used to great for "last one and this is the one you will get" pieces. I miss those shows. They had good prices too.