4.09.2008 - 08:45am ET

(CSRwire) KNOXVILLE, Tenn., April 9, 2008 /PRNewswire/ -- Jewelry Television(R) announced that the network has created a Tanzanian Relief Fund to support people affected by the flooding disasters in the Arusha and Manyara regions of Tanzania, Africa. Between April 1 and April 12, the network will donate 2 percent of the purchase price of each tanzanite sale to the American Red Cross. Jewelry Television(R) is one of the largest retailers of this rare, blue gemstone and is committed to providing support in response to this disaster.

These funds will enable the American Red Cross to support the Tanzania Red Cross Society's humanitarian relief efforts associated with the flooding and to strengthen their capacity to respond to future disasters. The fundraising effort will culminate on Saturday, April 12, at the close of Jewelry Television's annual Tanzanite Day that features tanzanite jewelry and gemstones for 24 hours.

Flooding in the tanzanite mines and surrounding areas of Tanzania has caused the tragic death of more than 75 miners and displaced thousands of people from their homes. "Our employees and customers are deeply concerned about the disaster and we want to help in a tangible and meaningful way," said Tim Matthews, Jewelry Television(R) CEO and President. "Jewelry Television's mission is to open the world of jewelry and gemstones to everyone. The tanzanite mining community has played an instrumental role in bringing the rare, beautiful stone to our customers."

"Jewelry Television(R) has a generous heart for the less fortunate and those affected by this crisis," said Matthews. "Our fundraising efforts for Tanzania exemplify our corporate ethic of caring and giving. We mounted campaigns after 9/11, the tsunami disasters, and hurricane Katrina. Our customers were very responsive and many made personal donations," he said.

"We are grateful to Jewelry Television and its viewers for their compassion in helping people affected by this tragedy," said David Meltzer, senior vice president for International Services of the American Red Cross. "Working with our colleagues at the Tanzania Red Cross, this support will ensure that people in Tanzania receive immediate relief, and are stronger and better prepared for future disasters."

Donate directly to the Tanzanian Relief Fund at www.jtv.com.

About Jewelry Television(R)

Jewelry Television(R) is one of the nation's fastest-growing home shopping networks, focusing exclusively on the sale of fine jewelry and gemstones. The network airs live programming 24 hours a day, 7 days a week and is the 11th largest fine jewelry retailer in the United States. Industry experts host Jewelry Television(R) programming, bringing rare, beautiful and affordable merchandise to people everywhere. The web site, www.jtv.com , is the 5th largest destination for fine jewelry on the Internet according to Internet Retailer. The company reported revenues of approximately $480 million in 2007.

About the American Red Cross

The American Red Cross provides relief to victims of disasters at home and abroad, collects and distributes nearly half of the nation's blood supply, teaches lifesaving skills, and supports military members and families. The American Red Cross, a charity and not a government agency, depends on voluntary contributions of time, money and blood to perform its humanitarian mission. To learn more, visit: www.redcross.org.

About the Tanzania Red Cross National Society

The Tanzania Red Cross Society was founded in 1962 and complements the Tanzania government's efforts in emergency response and public health. It has built a positive national and international image and is one of the main national organizations to respond to emergency relief situations by providing aid for natural disasters, like floods and draughts, as well as refugee operations and national health activities.

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