The Shopping Channel goes chic, with the help of designer label Pink Tartan

The Shopping Channel, with its phone-in selection of Joan Rivers t-shirts and rhinestone baubles, tends to appeal to the bored, the elderly, or anyone who hasn’t yet discovered the joys of online shopping. But that could change: in an effort to be more upscale, the network will soon feature designer label Pink Tartan. On March 30, founder Kim Newport Mimran (spouse of Joe Fresh founder Joe Mimran) will go on air to pitch a small capsule of her high-end, stylish apparel, including a pretty floral trench ($395), and a cropped, air-knit t-shirt ($125).

If TSC is indeed trying to escape its ho-hum image and transform itself into a purveyor of luxury goods, Pink Tartan, with its fashionista following and classy, feminine pieces, is a great way to start. We’re just not sure if the brand’s clientele (Yorkville sophisticates come to mind) will visit the network just for the chic outerwear. TSC president Stephen Goldsmith is optimistic: “The customer clearly has an appetite for this,” he recently told the Globe. As for Newport, she’s happy to reach a wider audience. “My thought is I’m reaching more Canadian women...I think it’s important to help women make great choices about getting dressed.” For more active shoppers, Pink Tartan is also carried at Holt Renfrew, as well as Saks Fifth Avenue and Nordstrom, both of which are set to land in Toronto later this year. Newport Mimran is also showing a brand-new collection at Toronto Fashion Week on March 19. Stay tuned for coverage.