The founder of an Australian clothing brand has praised Meghan Markle’s influence on sales, highlighting the Duchess’s ability to elevate brands after she admitted to wearing labels with the knowledge that it would give them a significant boost.
Posse owner Daniella Mulham has shared that the impact of Meghan wearing the brand’s clothes has been “monumental,” with a noticeable increase in sales. Mulham expressed her gratitude, saying, “We’re so grateful for the ongoing support she continues to show our brand and love seeing her wear Posse.”
Posse is just one of many brands to benefit from “The Meghan Effect.” Numerous labels worldwide have experienced significant sales spikes after Meghan wore their items. A well-known example is in 2017, when a bag from Scottish brand Strathberry sold out online in just 11 minutes after Meghan wore it during an engagement with her then-fiancé, Prince Harry.
The Duchess is well aware of her influence on brands and how her fashion choices can impact their success. She previously explained to the New York Times that, when aware of the “global spotlight” on her, she makes a conscious effort to support designers with whom she has close relationships, as well as up-and-coming brands that deserve more attention.
Meghan noted, “That’s one of the most powerful things that I’m able to do, and that’s simply wearing, like, an earring.”
Her impact has been so substantial that some brands, like Strathberry, have been able to expand their workforce following her endorsement. Another notable example is London-based lab-grown diamond company Kimaï. In 2019, Meghan wore the £630 Felicity earrings, which she purchased herself. This sparked a significant increase in sales, totaling $1.2 million (£945k).
Kimaï co-founders Jessica Warch and Sidney Neuhau credited Meghan for their success. Warch said, “We launched without investment, and then two months after our launch, Meghan Markle wore our pieces, which enabled us to grow the revenue significantly.”
The brand’s growth continued, securing a record-breaking investment from Dragon’s Den star Steven Bartlett, who invested £250,000 for a three percent equity stake, his largest investment to date. During their pitch on the show, Warch and Neuhau highlighted Meghan’s endorsement as a key factor in their growth.
Thanks to Meghan, Kimaï has been able to reach significant milestones, with projections to make a £500,000 profit in 2024 after its first four years of operating at a loss.
While several brands have benefitted from Meghan wearing their accessories, the Duchess has also confirmed she has five to 10 brands in her investment portfolio. Two of these brands are Cesta Collective and Clevr Blends, a vegan powdered latte company.
Meghan discovered Cesta Collective while online shopping and shared her process of seeking out new designers and brands, especially those from different territories. According to Cesta’s Instagram profile, the brand is “mission-based” and creates responsibly-made handbags, celebrating the work of talented female artisans.
Cesta has an annual revenue of $1 million (£756,990), with each purse taking approximately four to seven days to make.
Meghan’s support continues to prove valuable for the brands she endorses, showcasing her ability to elevate businesses and inspire consumer interest with each fashion choice.
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