A fledgling jewelry television shopping channel in Austin, Texas, announced that it will cease operations and lay off its entire staff of 106.

The Jewelry Channel Inc., launched in April 2007, filed papers with the Texas Workforce Commission saying it will close Aug. 4, the Austin Business Journal reports.

The 24/7 direct-sales broadcast channel was owned by VGL Group, of Jaipur, India, which owns similar networks overseas.