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Museum of London and tv shopping retailer QVC sign license agreement in industry first
Conservation of gold and enamel pendant set with two sapphires and an irregular polished spinel © Museum of London.
LONDON.- The Museum of London announced the signing of a license with the UK’s largest TV shopping retailer, QVC, to create a collection of jewellery inspired by the Cheapside Hoard, the world’s finest collection of Elizabethan and early Stuart jewels and gemstones. This is the first time a UK museum has licensed a TV shopping retailer to use their collection or brand.

The announcement comes ahead of the opening of the Museum of London’s exhibition The Cheapside Hoard: London’s Lost Jewels which displays the collection in its entirety for the first time since its chance discovery one hundred years ago. The Cheapside Hoard exhibition opens on 11 October 2013 and runs until 21 April 2014.

The licensed collection will include earrings, pendants, rings and necklaces. Every piece is set with stunning gemstones based on original pieces from the Cheapside Hoard. Each is stamped with the Museum of London logo. As well as being available to buy from QVC, the range will also be available to purchase at the Museum of London shop throughout the run of the exhibition.

Sharon Ament, Director, Museum of London said: “The Cheapside Hoard: London’s Lost Jewels showcases the very best of the Museum of London. Our vision is to create a revitalised, world-class museum through state-of-the-art galleries and exhibitions jam-packed with ground-breaking research and historical objects. The Museum of London tells the story of the world’s greatest city and its people. And, as London’s most exciting stash of buried treasure, the Cheapside Hoard tells a thrilling tale of mystery and discovery, with every jewel and gemstone unlocking a story.”

Harriet Berry, Licencing Manager, Museum of London said: “The partnership between the Museum of London and QVC is an exciting first for the Museum of London and the museum sector overall. This is truly multi-channel partnership gives people from across the UK the opportunity to own their own beautiful piece of jewellery inspired by the stunning Cheapside Hoard whether they choose to visit the museum shop, watch QVC or shop online.”

Doug Moger, Gemset Jeweller at QVC said: “We're incredibly excited to be working in partnership with the Museum of London to develop and present a collection of jewellery inspired by the Cheapside Hoard. Items from the collection will incorporate many of the traditional hand-crafted manufacturing techniques that would have been applied to the original artefacts, including cutting of stones, enamelling and chain link assembly. QVC viewers value our ability to educate, inform and entertain, and there is nobody more qualified than the curator of the exhibition, who will be joining us as an expert guest, to help us to bring the story of this important collection to life."

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