Rocks & Co launched on 8 September 2008 and shared some of its resources with JML Direct TV, which included one of its EPG slots to the company.
The channels format initially was only fixed priced auctions and was heavily marketed as using 'no gimmicks'.
However, a few months after the launch, this was changed to its current format due to its unpopular appeal and brought it in line with its main competitors; Gems TV and The Jewellery Channel.
When first launched, Rocks & Co was fronted by some of the former Gems TV presenters, including Victoria Burton and Caroline Lyndsay.
Over the past 4-6 months we have been building new studios, warehouse and call centre in Leamington Spa.
[citation needed] In September 2009, the Advertising Standards Authority (United Kingdom) published a ruling which stated that Rocks & Co. had misled viewers over the value of a Patroke Kunzite ring.