Rocks and Co piggybacked on to the JML customer services centre and IT systems located in the North East. The Rocks and Co studio was in London. I don't believe it was intended to be anything more than a shared service. If it worked, it would have made sense. However it obviously didn't work as the teething problems were horrendous and the customer care team couldn't answer questions about the products..
They always wanted to bring the two into one location - which is what they're doing now. However, it's highly unlikely that they thought this through at the start because all of the changes at the busiest time of year to sell jewellery (i.e. before Christmas) was very very very strange. The loss of the majority of presenters AND moving to different viewing channels are a very risky strategy. However, since they had such a dire start (in my opinion) in some ways completely starting afresh may not be as risky as it appears. Unfortunately for them, no major move like this is going to be a smooth transition and it's probable that there will be more upset customers when systems don't work, deliveries aren't on time, etc etc and basically they will have to go through exactly what they did when they started up. One year after start up they still hadn't rectified the issues (despite a huge amount of feedback) so it's unlikely that another start up will be without problems.
The Diniz brothers are directors. I didn't know if Vicki Burton was a director but Rocksandcofan seems to know that she is as he stated in another post. I do know she was responsible for hiring the presenters - what a great job she did there - NOT!