QVC Becomes Princesses’
Official Jeweller

 01 Dec 11


– Britain’s best loved festive activity gets a makeover –  


Cinderella has today been named the nation’s best loved pantomime with 38 per cent of Brits admitting that attending a panto gives them the best feel good factor and gets them into the festive spirit.


In a unique marketing first that will unite two great British institutions, this panto season will see Cinderella’s up and down the country, including soap stars Louisa Lytton and Suzanne Shaw, sparkling more than ever before thanks to their new official jewellery supplier, QVC. After months of negotiations, one of the world’s leading retailers will be sponsoring productions across the UK to let their jewellery offering shine in front of an estimated audience of a quarter of a million.

New research revealing that one in ten Brits (11 per cent) favourite thing about going to see a pantomime is looking at the glamorous costumes, inspired a partnership to get the British public viewing their jewellery ranges on a completely fresh, receptive platform.

Louisa Lytton, Cinderella at The Camberley Theatre and star of Eastenders, The Bill and Strictly Come Dancing, comments, “Cinderella is my favourite panto and dressing up as a princess is by far the best bit. The jewellery looks so spectacular so this year I can relax knowing I look a million dollars.”

Closely following Cinders was Snow White and the Seven Dwarves with 9 per cent of the votes, followed by Peter Pan coming a close third (5 per cent).

Top 5 British Pantomimes

1.   Cinderella (13 per cent)

  1. Snow White and the Seven Dwarves (9 per cent)
  2. Peter Pan (5 per cent)
  3. Aladdin (4 per cent)
  4. Sleeping Beauty (3 per cent)

QVC has provided the nation’s favourite pantomime princess with everything from tear drop earrings to diamond tennis bracelets so Cinders can relax and enjoy the Ball. Each piece is made with the finest replica diamonds cut to look exactly like the real thing but retailing at a fraction of the cost and as new research found, 65 per cent of British women couldn’t tell the difference.

Emily Gilkes, Diamonique jewellery buyer at QVC comments: “By supplying the nation’s Cinderellas with stunning jewellery, we can show shoppers how easy it is to catch Prince Charming’s eye this Christmas. After all, there’s no better place to show off our range than on real life princesses.”

QVC has also helped a number of other princesses and fairies this panto season including Sleeping Beauty, Tinkerbell and Jasmine.  Cinderella in Worthing kicks off the QVC Sponsorship followed by Suzanne Shaw in Cinderella at the Manchester Opera House on 3rd December and Louisa Lytton at The Camberley Theatre, Guildford on 7th December.


Louisa Lytton will be appearing on QVC to talk about the campaign on 21st December. For more information please visit