Shop LC, short for “Shop Low Cost,” is a multi-platform retail brand offering jewelry, home décor, fashion, and beauty products at highly affordable prices. Headquartered in Austin, Texas, it operates through a live television channel, a robust e-commerce website (shoplc.com), and streaming services. Formerly known as the Liquidation Channel, the company rebranded to better reflect its mission of delivering quality goods at accessible prices. The brand’s motto, “Delivering Joy,” underscores a commitment to affordability, daily deals, and wide-ranging product variety.
The platform targets value-conscious shoppers seeking luxury looks without luxury pricing. With items starting at just $1 through its auction platform and frequent markdowns across categories, Shop LC positions itself as a go-to for budget-friendly indulgence.
The Shop LC Story: From Liquidation to Daily Deals
Shop LC launched as The Jewelry Channel in 2007, eventually rebranding to Shop LC in 2017. It operates as part of the VGL Group, an international vertically integrated company that mines, designs, and sells gemstones and fine jewelry.
This integration allows Shop LC to cut costs by controlling each part of the supply chain—from sourcing to final sale. In turn, those savings are passed along to customers. The company continues to grow its e-commerce presence while maintaining a strong TV viewership that spans millions of households across the United States.
Moreover, Shop LC’s commitment to charitable giving through its One for One Program—which donates a meal to a child in need with every purchase—is a cornerstone of its mission.
Jewelry at the Core: Best-Selling Collections
While Shop LC has diversified its offerings, jewelry remains its flagship category. The platform showcases an expansive selection of rings, earrings, necklaces, and bracelets, many featuring natural gemstones and precious metals.
Best-Selling Jewelry Highlights:
Moissanite Rings (Moissanite 0.90 ctw Solitaire Ring in Rhodium Over Sterling Silver): Known for their fire and brilliance, these are often presented as affordable alternatives to diamonds. Starting prices are frequently under $50.
Tanzanite Collections (Fujimori Collection AAAA Tanzanite Trillion 7mm 1.20 ctw): Tanzanite, a rare gemstone, is a customer favorite. Shop LC offers a variety of tanzanite jewelry including solitaire rings, drop earrings, and tennis bracelets.
Lab-Created Diamond Jewelry (Luxuriant Lab Grown AAAA Padparadscha Sapphire): With growing interest in sustainability, Shop LC has added more lab-grown options that mimic the sparkle of mined diamonds at a fraction of the cost.
Each jewelry piece typically comes with a detailed product description, carat weight, metal type, and a close-up video preview, especially on TV and livestreams.
Fashion, Beauty, and Home Essentials
Beyond jewelry, Shop LC carries a curated inventory of fashion, beauty, and home items designed to appeal to practical yet style-minded customers.
- Fashion Accessories: Shop LC offers scarves, handbags, watches, sunglasses, and wraps. These items are often bundled in value sets or highlighted in seasonal promotions.
- Beauty & Wellness: The beauty section includes skincare, essential oils, beauty gadgets (like facial massagers), and haircare items. Some are Shop LC’s private-label brands, while others come from third-party partners.
- Home Goods: From Himalayan salt lamps to luxurious throw blankets, the home category includes décor, kitchenware, lighting, and bedding. Many of these items are priced under $30.
Shopping Experience: Website and Live TV Channel
Shop LC operates one of the few remaining home shopping channels in the U.S., blending entertainment and retail through a 24/7 television broadcast. The hosts present products live, offering viewers limited-time pricing, auctions, and flash sales.
Key Shopping Features:
- $1 Online Auctions: A signature feature, these auctions allow customers to bid on items starting at just one dollar. It’s a competitive and fun way to shop, though not guaranteed.
- Clearance Outlet: The “Under $10” and “Under $20” sections on the site are constantly updated with high-value deals.
- Live Streaming: The brand also offers live product streams via their mobile app and website for those who prefer digital over cable.
One for One: Philanthropy and Impact
A key part of Shop LC’s brand identity is its “One for One” program. For every item sold, Shop LC donates one meal to a child in need, partnering with organizations such as Akshaya Patra and No Kid Hungry.
To date, the program has contributed millions of meals globally. This initiative not only resonates with socially conscious consumers but also adds a philanthropic layer to every purchase.
Customer Reviews and Reputation
Customer feedback on Shop LC is varied, with common praise and complaints across platforms like Trustpilot, SiteJabber, and Better Business Bureau.
What customers love:
- Unbeatable prices on real gemstones and sterling silver
- Unique selection not found in typical retail stores
- The excitement of live auctions and da
What customers critique:
- Occasional shipping delays, especially during major sales
- Customer service wait times and issue resolution
- Product quality inconsistency, especially outside jewelry
While many buyers are repeat customers, new shoppers are advised to read product reviews and check return policies.
Pros and Cons
Pros
Jewelry and fashion items often cost less than half of traditional retailers.
From moissanite earrings to electric diffusers, the range appeals to a wide customer base.
The TV format adds engagement and makes deal-hunting feel interactive.
The One for One program aligns with socially conscious values.
With new markdowns every day, customers have many chances to save.
Cons
While jewelry typically receives high marks, other categories may vary in craftsmanship.
Some buyers report slow response times or unresolved issues during returns.
Standard shipping is often reliable, but sale events can slow down fulfillment.
Those looking for brand-name luxury items may not find them here.
Final Thoughts
Shop LC stands out in the value-shopping space thanks to its unique combination of broadcast entertainment, deep discounts, and philanthropic efforts. With a strong focus on jewelry and everyday essentials, the brand offers compelling price points that rarely go unmatched. While not without flaws—particularly in customer service and some product categories—its affordability and variety keep customers coming back.
For budget-conscious shoppers with a taste for sparkle, fashion, and home upgrades, Shop LC provides a fun and flexible way to save big.