I'm getting somewhere with the Rowdatabound event.

Code:
 Protected Sub GridView1_RowDataBound(ByVal sender As Object, ByVal e As System.Web.UI.WebControls.GridViewRowEventArgs) Handles GridView1.RowDataBound
        If e.Row.RowType = DataControlRowType.DataRow Then

           
            e.Row.Cells(1).Text = "<i>" 
            

        End If
    End Sub
This makes each one of my descriptions italic
So now if I can I just need to work out how to update the button field with a new ImageUrl property