The other side of the Meghan Markle effect on the Canadian Birks ♦ ︎
Meghan Markle is in the spotlight. The people love the casual way of moving, the smile, some small transgression to the rigid label that surrounds the royal family. And, consequently, it also likes what she wears, including jewelry. We have already told about the Sussex Duchess’s preference for a Canadian jewelery brand, Birks (we talked about it here). When this predilection for the “Canadian Tiffany” was discovered, the jewels of that brand worn by Meghan Markle snapped up.
The earrings of Birks that Prince Harry’s wife wore at the time of the official engagement announcement were sold out in a few minutes
Do you think the Birks is satisfied? Yes and no. In an interview with Maclean’s, a Canadian magazine, the marketing manager and vice president of Birks, Eva Hartling, explained that the Meghan Markle effect is a double-edged sword for the jewelry company. “On the one hand is a textbook example of what should be the work of organic pr: a consumer in love with the brand (Meghan Markle) becomes the best known person on the planet. Obviously we do not complain. But all the image related to Birks right now has to do with the Duchess wearing our pieces. We are launching new collections for the fall, but nobody cares if the duchess does not decide to buy a piece and wear it”. In short, Birks suffers from dependence on the Duchess of Sussex: from his choices will depend on the success or a boomerang effect for the Canadian Maison. A truly royal power. Cosimo Muzzano