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Here’s What Happens When Meghan Markle Wears Your Jewelry Brand

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There’s an upside and a slight downside.

Meghan Markle, Duchess of Sussex, has taken a liking to jewelry by Birks Inc., and that’s a good thing for the company — for the most part.

Markle has worn pieces from the Montreal-based company in public many times, and the exposure has led to sales spikes, Maclean’s reports. 

Her unofficial endorsement of Birks — there’s no official relationship, and Markle buys the jewelry at retail — is, in a way, priceless.

But there’s also a “slightly negative” side to the situation in that all buzz about Birks currently centers on Markle, said Eva Hartling, vice president for Maison Birks.

“We’re launching new collections in the fall, but nobody cares unless the duchess decides to buy a piece and wear it,” she said.

Hartling noted, however, that the company is “not complaining.”

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