QVC launches brand new jewellery packaging


New jewellery packaging After many months of research and closely working with customer focus groups, we're pleased to announce the launch of our brand new jewellery packaging.

Order jewellery from June onwards and you should be receiving your purchase in one of our new boxes or pouches.

As ever, Diamonique and branded jewellery will continue to be delivered in their own special boxing.

We love the new packaging with its high-end looks – we hope you're going to love it too!

               Matte jewellery boxes         Jewellery pouches         Shiny jewellery boxes


  1. Maureen Martin June 8, 2011 at 4:51 pm -  Reply

    From what I can see on the web the packaging is dull and lack lustre and very uninteresting. I maybe wrong so I hold my final comments until I see them for real.

  2. Janis Hughes June 8, 2011 at 9:41 pm -  Reply

    I think its a good idea to update the packaging. However I am not sure about the colour. I think it looks like cardboard.

  3. Sue Joynson June 8, 2011 at 10:41 pm -  Reply

    if by new, you mean the awful brown packages, then please go back to the normal packages. Received my Honora ear-ring set 14ct gold ones in 3 plastic bags in one of these boxes, no markings, no nothing, the box was not even suitable for ear-rings even if I wanted to put them in it, it really was meant for a necklace and I pity the person who orders any jewellery and gets their order in these ‘so called’ new packaging.

  4. Amanda Smith June 9, 2011 at 12:35 pm -  Reply

    Ugh – what a horrible colour – it suggests “economy” or “recycled” to me. If you want something neutral what about a combination of coffee and cream which could be stylish?

  5. Joy June 9, 2011 at 2:31 pm -  Reply

    Yes I agree I think the packaging looks poor and not the Quality you expect from QVC, thank goodness you are not changing the pretty turquoise boxes of Diamonique!

  6. Louise Hannam June 9, 2011 at 4:42 pm -  Reply

    Sorry I do not like the new packaging. Looks very dull. Please use a nicer colour.

  7. Yvette Parker June 9, 2011 at 5:27 pm -  Reply

    I received a necklace in this new packaging yesterday and I was very disappointed – the box was very bland and uninspiring. What was wrong with the previous black and gold boxing – not a good move in my opinion QVC!!

  8. Karen June 9, 2011 at 5:49 pm -  Reply

    The new packaging looks good, especially the drawstring pouches.

  9. Christine Willoughby June 9, 2011 at 6:53 pm -  Reply

    How boring and dull! The previous colour was alot better than this dull brownish colour. Certainly does not appeal to give as a gift to someone.

  10. Sandra Moore June 9, 2011 at 7:36 pm -  Reply

    I have just received a piece of jewellery in one of the new pouches, and I am really disappointed. It looks like a cheap piece of beige faux suede, like a bit of window cleaning chamois and not at all the quality I expect from QVC. I used to save my jewellry packs and boxes to use for jewellry gifts and gift wrap, no chance with the new packaging. I’d be ashamed to give something packaged in that. I hope QVC take on board the feedback they get. Lots of people said we didn’t like the new Q Active (Still don’t!) and nothing was done, I hope something will be about this. QVC has customer panels for products, surely they should also use them for these sort of major changes which affect us as customers

  11. Rhoda Bunting June 10, 2011 at 12:33 am -  Reply

    I have to agree with the other comments, I really dislike the new packaging. I think it looks cheap and dull. I ordered two pairs of earrings which I intended to give as gifts. They arrived in plastic bags inside awful brown pouches! Consequently, I have had to rewrap them, I certainly would not want to present them in the way they arrived . I do not know how anyone can describe this new packaging as looking “high-end”.

  12. pauline June 10, 2011 at 8:20 am -  Reply

    sorry but have to agree with previous comments I don’t like the look of these at all.

  13. Lotus June 10, 2011 at 10:12 am -  Reply

    Wow, I’m having some major visual disappointment here. Is this a sign of the times? It sure looks like I’m being handed recession packaging! I don’t want the current “nude” shoes reported in the press this week, I want Dorothy’s Ruby Slippers!!!
    I think jewel colours to match the item inside would have been far lovlier, rich, wonderful and colourful.
    OK so I don’t like it, so what would I suggest instead? I think you can rescue this by getting a high quality sticker with a patchwork of bright colours all over it made up. A gold frame around it and QVC foil blocked into the centre. Slap that on to this dull boxing and use it as a background. Your jewellery is far too lovely and of high quality to be let down by the packaging. I know we’re all supposed to be avoiding the mindset of excessive/wasteful packaging but adding a colourful sticker would surely make it a more joyful package to give and receive. Jewellery is mood enhancing, joyful, luxury, inspiring, and pleasurable to own, so please add that into the packaging.

  14. Jenny Stanford June 10, 2011 at 2:08 pm -  Reply

    i think that the new jewellery packaging is rather nice it looks very tasteful to me and it makes a pleasant change to have something in a neutral shade i will look forward to seeing it properly next time i purchase a piece of jewellery.

  15. Joanne June 10, 2011 at 2:42 pm -  Reply

    Wow they look cheap and nasty I wont be giving gifts to people in those good job I keep all my old boxes.

  16. Debbie Richards June 10, 2011 at 3:14 pm -  Reply

    Why change something that worked well, liked the old colour boxes, this new colour is soo boring and dull – what a waste of money on QVC’s part As with other comments made I would not use these if passing on for a gift – awful!.

  17. Bugsie June 10, 2011 at 6:47 pm -  Reply

    High end…of what? These boxes look quite revolting and the interiors are cheap and nasty..the earring box that my “Elle” earrings came in (yes they should have been in “Elle” branded packaging but arrived in one of these brown things)had a wonky interior and unevenly spaced earring holders. There is no way I would wish to give someone a present in one of these! A piece of advice for customer services… use them up and get some decent ones!

  18. Louanne June 10, 2011 at 8:16 pm -  Reply

    Don’t think of putting my Honora and South Sea jewellery in one of those nasty boxes, thanks.

  19. Hugaby June 11, 2011 at 12:41 am -  Reply

    YUK, YUK, YUK, as with the majority of other comments, cheap looking and I would be highly offended if I received a gift in this packaging. Is it too late to go back to the old designs or have these been implemented to cut costs?

  20. suzanne Bougham June 11, 2011 at 4:21 pm -  Reply

    Oh no QVC I’m afraid I agree with the majority. Sorry, but I think after being on air for so many years myself included as one of your very early years customer. Why don’t you create something by asking the customers to suggest a design or even send in their designs to be use for your new packaging. We will then vote for the finals to be used. Perhaps your way of telling viewers and customers thank you.

  21. Irene Cameron June 11, 2011 at 11:40 pm -  Reply

    I sort of get what you were trying to do but it hasn’t come off. Did you trial various types of packaging to get customer reaction? I’ve also saved my previous boxes and will be using them for any jewellery I give as gifts

  22. Sym June 16, 2011 at 10:57 am -  Reply

    Sorry to say but just recieved my silver pendant in one of these boxes. Awful. The pendant didn’t fit in the box and had been squashed shut, mis-shaping the box entirely. Thankfully the item was for myself and had not been damaged. Seeing as the box quality has depreciated does this mean we can look forward to cheaper postage and packaging???? I think not.

  23. anne athanasiou July 26, 2011 at 3:43 pm -  Reply

    i have ordered south western silver a few weeks ago and they arrived in awful cheap boxes ,not the blue box that they advertise on the show so i sent them back ,q v c is slipping quality control is going down the drain pull your socks up q v c .

  24. Angie Elms April 24, 2017 at 10:49 am -  Reply

    PLEASE go back to the previous packaging or at least put an ivory bow on the box . I used to be proud to gift diamonique in the turquoise box. This is too mundane.

  25. Denise Jones August 31, 2017 at 12:31 pm -  Reply

    Received Diamonique earrings in one of these ghastly boxes. It wasn’t even an earring box, disgusted. Won’t be buying any more jewellery unless these are changed. What was wrong with the turquoise Diamonique boxes that everyone loved. A very bad move QVC.

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