LONDON, ENGLAND - NOVEMBER 27: Prince Harry and actress Meghan Markle during an official photocall to announce their engagement at The Sunken Gardens at Kensington Palace on November 27, 2017 in London, England. Prince Harry and Meghan Markle have been a couple officially since November 2016 and are due to marry in Spring 2018. (Photo by Chris Jackson/Chris Jackson/Getty Images)

The new royal’s favourite jewellery brand, Birks, reveals there is a downside to the Meghan Markle effect.

While the Duchess of Sussex has been wearing the Canadian jewellery brand since before she was one of the most famous women in the world, its impact since she got engaged to Harry has been huge.

The Birks earrings she wore during the official royal engagement announcement sold out within minutes, with fans being quick to purchase pieces seen on Meghan Markle.


However, in a new interview with Canadian current affairs publication, Maclean’s, Birks’ chief marketing officer and vice president, Eva Hartling, discussed how the Meghan Markle effect is a double-edged sword.

She told the magazine: “”On one hand, the exposure is a textbook example of what organic PR should be: a consumer who fell in love with the brand becomes the best-known person on the planet.

“Obviously we are not complaining. But 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.”

Any jewellery brand and designer can sympathise with Birks not wanting the conversations surrounding its pieces to be totally based on the Duchess.

However, it certainly gave the brand a good launch pad when it landed in the UK just before the royal engagement.

This is not the first time a brand has revealed a downside to the royal impact.

In November 2010, the Duchess of Cambridge posed for her engagement photographs in the ‘Sapphire London’ dress by Issa. Within a 24-hours the piece sold out in the UK, and gained global interest, but the rise in profile meant the company’s creative director and founder could not keep up with demand.