This is a very peculiar selly telly channel. It seems to me that they keep changing their methodology - at one time, they sold only very high-priced jewellery, all gold and no silver settings, then they added bits of silver set jewellery, then presenters coming and going like a revolving door, then all the Gem Hunters got the chop (remember the Diniz Brothers and Don Kogan?), now everything being sold below cost. Er, no, I don't think so, no business can survive by doing this, so they are being somewhat disingenuous making these claims, in my opinion.