WOKINGHAM, UK. June 11th, 2026 – Former QVC presenter Anne Dawson has launched her new venture, trueNorth Studio.
The recently-launched business offers promotional videos for businesses, helping them to be seen and promote their brand.
Anne’s work at her studio base in Wokingham, near Reading, is a reflection of her life with QVC.
She said: “There is still no script, there is still no take two. I will have done my prep work with the client beforehand, we will have had our Zoom calls, but it’s not just not about a list of features and benefits. We are having a chat – it’s like having a coffee, but I know where it’s going.
“I do the calls to action. I look at the camera and speak to the viewer. It is always nicer to have somebody else blow your own trumpet. It is so much easier.
“I am in my happy place, because my happy place is in a studio and my happy place is talking to people without a script. I know basically where it’s going but exactly where I go next will depend on what they have answered previously.”
While the vibe may be casual, the approach to the job is anything but: “The client gets this 45-minute video, there or thereabouts, beautifully edited, that will go on their website.
“This is broadcast quality – my actual official title is Business Broadcast Producer. I do what I did at QVC, except I do it for businesses.
“It is all done with broadcast quality cameras, professional editing, hair and make-up, behind-the-scenes, photographs – it is the whole kit and caboodle.
“At the end of the day, you are not just going to get that interview – you get four professionally-edited reels, you get about 50 or 60 photos, three is going to be about the same amount in behind-the-scenes stuff, so you can do whatever you like with that.”
Her new venture was born when Anne decided to strike out on her own after reaching a crossroads in her life: “I left after the death of my brother, who I had looked after for 17 years,” she said. “I just remember thinking ‘This is not a dress rehearsal’.
“I was post-divorce, my brother had passed away, my children were all grown up and trueNorth Studio was born out of the realisation that I had so much experience to offer after 40 years-plus in sales, the last 26 of them selling on live TV, with no script, no take two and in a very, very high pressure environment in which you have got to deliver the results or you won’t last 26 minutes, let alone 26 years.
“The job itself was selling brands and products – but they were for other people. I got to thinking ‘Why don’t I start selling other people’s businesses, rather than products?’,” she explained.
With more than a quarter of a century’s experience of selling live to viewers, Anne brings the same professionalism and honesty to the job that she prided herself on at QVC: “My whole ethos is integrity – it is selling with integrity,” she said. “I have always believed that you need to be able to sell honestly, ethically and with integrity, otherwise you will have a very short career in sales.
“I love this because no two days are the same and I get so interested in people’s businesses. And if I get excited about what they do, they start getting excited again about what they do and a lot of them have lost that.”
Anne is in absolutely no doubt about the benefits of getting your business communications right: “When the message is clear, the decision is easy.”
