In a first for the shopping TV channel, a presenter on QVC has been asked to marry his same-sex partner live on air.

Will Gowing received the proposal from partner Steven Gardner via a text message, as he co-hosted a beauty show on QVC on Thursday.

Initially assuming it was from a viewer, who was happy with a purchased product, Gowing read out the text in full – only to discover it was a request to marry from his partner of nearly ten years.

“Hi Ali and Will, I found my hero product at QVC over nine years ago and since then I use it every day and the results keep getting better and better!”

“It’s added enormously to life, changed my outlook of the world and I now can’t imagine my life without it.”

The message ended: “The product I was lucky enough to find almost ten years ago was the love I share with you Will Gowing… will you marry me?”

Breaking into a smile and laugh, co-host Alison Young then asked if there was an answer, after which Gowing replied: “Yes of course I will”.

Steven Gardner then walked on set where the two embraced.

Writing on the QVC blog, Gowing said: “WOW… What an amazing Thursday that was!!

“My partner of nearly ten years – Steven – proposed to me live on QVC and I couldn’t be happier.”

Earlier this month, the UK Government announced same-sex couples will be able to marry in England and Wales from Saturday 29 March 2014.