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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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Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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