One of the most prestigious awards in the world of luxury goods is the Royal Warrant, which is given to official suppliers of fashion, jewelery and other luxury items and services to the British Crown. With the accession of King Charles III. all eyes are on which brands and companies he chooses to supply to the royal household and are awarded a Royal Warrant for doing so.
During her reign, Queen Elizabeth II favored several brands including Burberry, Barbour, Pringle of Scotland, Hunter and Launer, the latter having been the official supplier of Her Majesty’s handbags for many decades. Other companies that hold a Royal Warrant include Cartier for its diamonds and watches, Garrard, the Official Crown Jeweler, Fortnum and Mason’s for its household and food products, and John Lewis for its haberdashery. There are currently around 800 Royal Warrant companies, most of them in the fashion, food and service sectors.
What is the Royal Warrant?
Owning a Royal Warrant allows companies to use the Royal Coat of Arms in connection with their business, for example on their logo or packaging. This practice dates back to the Middle Ages, when competition for royal favors was fierce and the monarch could select the best craftsmen in the country. However, the official association was not founded until 1840.
When the crown changes heads, the royal house reviews the issuance of warrants. According to the Royal Warrant Association, the company or person may continue to use the royal coat of arms in connection with the business for up to two years.
While there are many fashion designers working for royalty who do not hold a royal warrant, including Alexander McQueen, Erdem and Emelia Wickstead, they must meet certain requirements. To be eligible for a Royal Warrant, a label must have clothed either the reigning monarch, his spouse, or the Prince of Wales and his spouse for at least five of the last seven years.
Benefits of the Royal Warrant
Recognition by the British Monarchy is seen as a mark of prestige, quality and excellence, which can help improve a company’s reputation and increase sales. Owning a Royal Warrant is also a symbol of longstanding tradition and history, which can be particularly valuable for luxury brands. Royal Warrant holders often benefit from increased exposure and media coverage that can bring their brand to a wider audience, and consumers often perceive a product positively when it has a warrant. Some experts believe that sales can increase by around 15 percent if a Royal Warrant is issued.
This article was published on FashionUnited.uk. Translation and editing: Barbara Russ