jQuery Grid Plugin - jqGrid

I'm trying to make data in one column (fullname) become hyperlinked, and so I went ahead and did a small test - it looks like it works fine in FF and Safari, but not in IE7 at all.

Here's my code:

afterInsertRow: function(rowid, rowdata, rowelem) {
                var link = '<a href="javascript:alert(\\'hello:' + rowid + '\\');">' + rowdata.fullname + '</href>';
                jQuery("#list").setCell(rowid, 'fullname', link, {});
            },

As I said, works perfectly in FF and Safari, but IE7 - like nothing even changed!
Any help would be appreciated.
Thanks,

Thor.