News

The Downside Of Royals Wearing A Brand

According to Us Weekly, there can be an up and downside to royals rocking your brand. The upside is that hello, a royal is wearing your gear, so brand notoriety is big. But some brands say bad side can be the pressure and keeping up with demand. The Duchess of Sussex has worn Birks, a 139-year-old Canadian jewelry line on multiple occasions, including wearing their $995 earrings to the 2017 Invictus Games. While Birks reps say they've seen an increase in sales, there is a downside. Eva Hartling, Birks’ chief marketing officer and vice president explains, " All messaging pertaining to Birks right now has to do with the Duchess wearing our pieces. We’re launching new collections in the fall, but nobody cares unless the Duchess decides to buy a piece and wear it." Issa, the line behind the blue dress Kate Middleton wore to announce her engagement to Price William, closed shop 3 years later due to the pressure of keeping up with demand. Hartling says that she would love for Birks to secure a royal warrant again. Birks held one in the 1930s for supplying silverware to the royal family.