This is the Wiki entry on the issue. Misguided perhaps, yes. But far from a sacking issue these days, where nowadays he would have been promoted for the same!!
In September 1997, after 4 years working at the channel, Whatley left QVC after what was seen as an excessive discussion of
Diana, Princess of Wales in his presenting of a "Today's Special Value" item of jewellery the day before her
funeral. The "Today's Special Value" item closely resembled Diana, Princess of Wales'
diamond and
sapphire engagementring. QVC had ordered there to be no mention of Diana, Princess of Wales in relation to the ring, but Whatley decided otherwise and described the ring as "a fine tribute to a loved princess".