QVC Unveils New Collective to Champion Women Over 50—and It Features Everyone From Donna Kielce to Martha Stewart

QVC Unveils New Collective to Champion Women Over 50—and It Features Everyone From Donna Kielce to Martha Stewart featured image
Frazer Harrison / John Lamparski / Getty Images

Live-shopping conglomerate QVC has announced a “next chapter” aimed at empowering women over 50.

Declaring this chapter of life after 50 as the Age of Possibility, QVC’s new campaign platform “aims to reflect age 50-plus for what it really is: a vibrant stage of life, full of new questions, changes, opportunities and hopes,” according to a release.

As part of the Age of Possibility, QVC is introducing the Quintessential 50 (Q50). Comprised of QVC hosts, celebrities, activists, entrepreneurs and more, the collective’s “experiences and achievements prove the possibilities that this time of life offers for women.” The group will also help guide QVC’s efforts by influencing both programming and product offerings.

The Q50 features Christina ApplegateQueen LatifahNaomi Watts, Patti LaBelle, Rita WilsonSherri Shepherd, Sandra Lee, Kathie Lee Gifford, Billie Jean King, Donna Kelce, Tamsen Fadal, Dr. Mary Claire Haver, Karen Knudsen, Joy Bauer, Martha Stewart, Mally Roncal, Carla Hall, Kim Gravel, and many more. 

“QVC has a longstanding relationship serving the 50+ customer, and we’re uniquely positioned to launch this dedicated effort that we hope will spur a cultural shift in attitude and behavior towards women over 50,” said Annette Dunleavy, vice president brand marketing, QVC, and a member of the Q50, in a release. “The Age of Possibility platform represents an underestimated period of freedom, exploration and transformation to look forward to as women age, a prime time of a woman’s life where anything is possible and living in authenticity is unapologetic.”

“Hey, that’s me up there! Well there’s something you don’t see everyday,” Q50 member Jennie Garth posted on Instagram as she shared the billboard announcement in Times Square. “I am honored to be part of this powerful group of women over 50 for QVC’s Age of Possibility. We have many exciting Q50 things coming this year! Remember ladies, age is just a number so let’s all embrace being unstoppable women over 50!”

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