QVC stands for Quality, Value, and Convenience. Based in the Studio Park complex in West Chester, Pennsylvania, which houses its corporate headquarters, studio & broadcasting facilities and distribution warehouse, QVC US ranks as the number two shopping television network with sales in 2004 producing net revenue of $4.1 billion. QVC's flagship brand is Diamonique, a simulated gemstone which is now exclusive to the company.

Diamonique simulated stones are very popular as they have certain diamond-like properties. These artificial diamonds can be embedded into silver, gold, and platinum rings and can pass off as original diamonds to the naked eye. Diamonique stones are used in various styles of rings such as wedding rings or are also combined with sterling silver, gold, or platinum. Rings can also have colored Diamonique stones which have become extremely trendy and fashionable. Jewelers also custom design rings with Diamonique stones. The main appeal of the Diamonique stones lies in the fact that it can give the wearer a feeling of richness and charisma associated with diamonds; but at a fraction of the cost.

Although Diamonique diamonds aren't original diamonds, they have certain diamond-like properties. According to the durability, density, color, and optical, thermal, and electrical properties, an imitation diamond can be distinguished from real diamonds. With advances in technology, the development of better simulants with similar properties, Diamonique stones are getting closer and closer to the real thing.