I am also completely baffled by their "target market." Personally, I've never been much of a JOOLry person--I did buy some more expensive sterling silver designer pieces back when I had to dress up for work. But I find the SW stuff really tacky and cheap looking, even if I could get past the embarrassment of having to potentially tell people, "Oh, yes, you know those grifters, er, persecuted polygamists on TLC? Yes, I wanted to wear JOOLry just like theirs."
And maybe I'm just a selfish person, but I've never had a friend I liked so much that I'd buy her a piece of jewelry calling her a "Sister Wife," which apparently would mean I'd be okay with her having sex (and babies) with my husband.
SMDH.