Butler & Wilson has released a new line of jewellery in celebration of its 25-year partnership with retailer QVC UK.

QVC, originally an American shopping channel that launched on UK television in 1993, has sold Butler & Wilson products since August 1995.

The jeweller reports that it has sold 2.7 million items with the ‘e-tailer’ over their 25-year relationship, and decided to commemorate their history with new jewellery, stocked exclusively at QVC UK’s website.


The collection includes necklaces, brooches and earrings adorned in a variety of coloured diamantes.

The crown necklaces reference Butler & Wilson’s Fulham Road store, on top of which sits a large crown.

The company’s flagship store opened in 1972, and is almost as old as the business itself.

Each piece is engraved with ‘925 QVC 25’, to mark the special occasion.

Last year Professional Jeweller asked how exactly QVC had managed to adapt its business model to survive in the internet era of shopping. Read more below:

REVEALED: How has QVC evolved to meet new jewellery consumer demands?