Not even Princess Diana, who became Princess of Wales in 1981, gave companies her official seal of approval when she held the title
The Kate Middleton effect could soon take on an even more official feel.
The effect has seen brands associated with Kate as far back as 2010 experience a massive uptick in sales, and the phenomenon first began when the blue Issa wrap dress Kate wore to announce her engagement to Prince William on Nov. 16, 2010 sold out — and has continued to the present day. Now, The Times recently reported, the Princess of Wales, 43, could put her power behind royal warrants, the official seal of approval given by senior members of the royal family to British brands they support.
The Times reported that no Princess of Wales has given a royal warrant since 1910, including Kate herself, who was given the title in September 2022 after the death of Queen Elizabeth. The last Princess of Wales to issue a royal warrant was the future Queen Mary, who issued them before her husband, George V, took the throne in 1910 — 115 years ago. Though King Charles issued warrants as Prince of Wales beginning in 1980, after he married the next year, his wife Princess Diana — who became Princess of Wales upon her marriage — never issued a royal warrant of her own.
Though there is no set timeline for when both the Prince and Princess of Wales will grant royal warrants, The Times reported that sources close to Kate said it was her “hope” that it would happen soon: “She’s keen to recognize British skills and industry,” according to the outlet.
Royal warrants are issued for up to five years and are given to companies whose goods are sold to the royal household. These companies become members of the Royal Warrant Holders Association and are thereby able to use the royal arms in connection with their work. Last month, Queen Camilla granted her facialist, wedding dress designer and hairdresser of 30 years royal warrants, for example.
“We’ve seen the Princess of Wales have a huge impact on brands, often referred to as ‘the Kate effect,’ ” Nicola Pink, founder of the public relations and marketing firm We Are Pink, told The Times. “What makes it so powerful is that it has always felt genuine — she chooses brands she truly likes or wants to support.”
Case in point? Catherine Zoraida, a British jewelry designer whose earrings have been worn by Princess Kate on numerous occasions. She told The Times Kate’s effect on her brand had been “crazy,” adding that “It’s something like a 500% lift in sales whenever she is seen in a pair of earrings.”
The decision, ultimately, will be up to King Charles, as the reigning monarch decides who from the royal family can grant warrants.
“An official royal seal of approval would only serve to further enhance sales for any British company formally associated with the future Queen,” The Times reported.
As Kate continues her gradual return to work following a tumultuous 2024, news from 2025 is already off to a good start — after a surprise visit to The Royal Marsden Hospital, where Kate herself received cancer treatment last year, on Jan. 14 the Princess of Wales announced her cancer was in remission and that it was “a relief”: “I am, however, looking forward to a fulfilling year ahead,” Kate wrote. “There is much to look forward to.”
