ShopNBC has reported a 16 percent fall in its revenues to $119.3 million for the second quarter of 2009. The channel retailer attributes this fall to its reduced price strategy adopted, with its average selling price reducing from $194 a year ago to $112 in the second quarter, reports say. %% Its lowered price strategy for its numerous product categories, one being jewellery. The company focused this reduced price strategy to induce more sales of fashion, coloured gemstone, sterling silver and Brilliante, and cubic zirconia jewellery. Its other luxury product category – watches experienced good sales, with business increasing by 39 percent, new customer accounts are up by 136 percent, net units are up 90 percent and margins at 40 percent. In the second quarter, the ‘Must Watch’ campaign generated $5 million worth of sales. %% In the forthcoming quarter, the channel will see television star Suzanne Somers launching her line of products including jewellery.