Royal seal of approval is ‘midas touch’ for jeweller
FROM the Kardashian clan downwards, Instagram “influencers” are big business.
But small brands who pay social media stars to promote their products are wasting their money, when the real influence lies with the Royal family, The Duchess of Cambridge has transformed Annoushka Ducas’s business by wearing a pair of her earrings.
The designer told an audience at the Hay Festival in Powys, Mid-wales, that sales of her £325 pearl earrings, which the future queen wore in public four times last year, grew “phenomenally”.
But she said paying influencers to wear products had no positive impact on consumers buying jewellery.
“People pay influencers a fortune to wear jewellery on the catwalk or jewellery at the Oscars but my experience is that had absolutely no influence on sales at all unless it’s somebody like the Duchess of Cambridge,” she said.
The 37-year-old is not the only royal to wear Annoushka designs.
Queen Rania of Jordan and Lady Amelia Windsor, granddaughter of the Duke of Kent, have both been spotted wearing her work.
Fellow panellist Geordie Willis, creative director at wine and spirit merchant Berry Bros & Rudd, said he preferred to invest in the product rather than rely on endorsements.
He said: “If you put investment into the product itself then your return is on quality.
“It’s lovely when you hear of people who are genuine fans of the brand but we wouldn’t ever give a bottle to someone and say if you’re seen drinking this we’ll give you a cheque.”