Jewelry Love by JTV is a fresh, modern jewelry shopping destination in Pigeon Forge
This new boutique concept brings approachable luxury and irresistible sparkle to The Mountain Mile

JTV (Jewelry Television), one of the nation’s largest jewelry retailers, is excited to announce its newest retail concept, the Jewelry Love by JTV, located in the heart of Pigeon Forge at The Mountain Mile Shopping Center.

A reimagined approach to jewelry shopping, Jewelry Love blends modern design with JTV’s vast product offerings and accessible price points.

The polished, boutique-style space moves away from traditional glass cases and formal layouts, creating a relaxed and engaging environment where guests can explore, try on, and discover pieces that reflect their personal style. “Our vision was to create a jewelry shopping experience that’s every bit as warm, inviting, and full of charm as the Smoky Mountains themselves,” said Tolly Harris, Executive Vice President of Operations at JTV. “Jewelry Love isn’t just about beautiful, wearable jewelry—it’s a destination where guests can feel relaxed, inspired, and connected to our brand while discovering extraordinary jewelry at truly extraordinary, unbeatable prices.”

Located at The Mountain Mile Shopping Center, the Jewelry Love Store is in one of the most visited retail destinations in Pigeon Forge, drawing over 4 million visits annually. The Mountain Mile is home to top attractions, making it a prime destination for both tourists and locals alike. Recognized as one of the top three most-visited retail centers in Pigeon Forge, the location provides an ideal backdrop for JTV’s newest venture.

The Jewelry Love store showcases a curated assortment of jewelry, including customer favorites, outlet-priced collections, and one-of-a-kind pieces, while also serving as a platform to introduce new concepts and products.