Dirty Rotten Scoundrels Inspired Jewelry a QVC Success

Leading electronic retailer QVC drew rave reviews with the success of its new Broadway-inspired jewelry line coined the SCOUNDREL COLLECTION. In QVC's one-hour debut presentation on April 25 nearly 5,300 units of jewelry from the collection were ordered. Seven of the ten stunning jewelry pieces featured on air sold out, exceeding expectations by almost 15%.

Renowned jewelry designers Kenneth Jay Lane, Nolan Miller and Joan Rivers collaborated to contribute original pieces to the lavish SCOUNDREL COLLECTION™, which are worn by the cast of the hit new musical DIRTY ROTTEN SCOUNDRELS. Pieces from all three designers sold out during the April 25 broadcast, which featured in-studio performances by cast members of the Broadway production.

The ten show-stopping jewelry pieces ranged from approximately $36 to $314 and included necklaces, earrings and bracelets with colored and clear crystals, simulated diamonds, and gold, silver and rose-tone metals. QVC also sold advanced orders of the musical's cast CD and offered information on ticket sales for the critically acclaimed production, which is now playing at the Imperial Theatre. As part of the creative marketing for the QVC collection, the theatre's concessionaire has also been selling select pieces from the SCOUNDREL COLLECTION™.

Since posting the jewelry for sale online, there have been over 24,000 visitors to the SCOUNDREL COLLECTION™ page on www.QVC.com. The dedicated page contains 40 pieces from the collection that are still available for purchase, information about the Broadway production and a link to the official web site for DIRTY ROTTEN SCOUNDRELS.

"The SCOUNDREL COLLECTION™ debut proved to be exactly what we had hoped it would be – great programming coupled with fabulous jewelry being offered through a creative, unique and profitable marketing alliance," said Catherine Coquillard, vice president of jewelry merchandising for QVC. "The live performances by the cast members of the musical and the entertaining contributions of Joan, Kenneth and Nolan were the perfect combination for QVC's audience."

About QVC, Inc.

QVC, Inc., a $5.7 billion company, is an e-commerce leader, marketing a wide variety of brand name products in such categories as home furnishings, licensed products, fashion, beauty, electronics and fine jewelry. QVC reaches over 87 million homes in the United States. Other divisions/subsidiaries include QVC.com, Q Direct, Q Records and Video, QVC @, QVC Local, QVC ProductWorks. The QVC Studio Tour is located at the company's world headquarters in West Chester, Pa.