Building on the success of its inaugural Italian Gold Week held in July 2004, West Chester, Pa.–based QVC television shopping network announced that sales of its second Italian Gold Week, held in May, exceeded its goal by 22 percent.
QVC dedicated 23 hours to Italian Gold programming during the week of May 16–21, and premiered two new shows featuring high-end designs from top Italian manufacturers. Six items in each of the shows sold out, for a total of 12 sellouts in the two new programs.
During the week, QVC offered fashion-forward Italian trends in 14k and 18k gold, including earrings with drops and dangles, chandeliers, updated hoop earrings in multiple colors, charm bracelets, and cluster rings. Gold mesh designs were particularly popular. The network also took viewers on a virtual tour of Italy with scenic shots of several Italian regions, as well as video featuring the inner workings of several gold factories.