Fashion

What It's Really Like When Meghan Markle Wears Your Brand

DeMellier London's Mireia Llusia-Lindh recounts the "happy madness" that took place after she saw Markle carrying her bag.
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When Meghan Markle arrived in Cardiff, Wales last week, she drew the world's attention to a small British handbag company called DeMellier London. Markle carried the line's $395 Mini Venice style in striking forest green, which popped against her otherwise all-black ensemble.

DeMellier founder Mireia Llusia-Lindh could only describe what happened next as "Madness. Happy madness."

"The phone didn’t stop ringing," she tells T&C via email. Seeing Markle carry her design had been a "total surprise."


Markle carrying DeMellier's Mini Venice style.

A quick check into her e-commerce backend revealed that someone from the Kensington Palace team had discreetly purchased the handbag for Markle on demellierlondon.com.

On a personal level, Llusia-Lindh feels "honored" that Markle would choose one of her bags. "She is a fantastic role model for women all over the world and is such a great addition to the royal family. To see that she had chosen to carry one of our bags was just magical!" she says.

But Llusia-Lindh and her team are also quickly realizing that the so-called "Meghan Effect"—the financial impact the soon-to-be royal can have on a company simply by wearing its products—is no joke. They weren't ready for the rush of orders ("I guess you never are!" Llusia-Lindh jokes), but fortunately, their factory can take on increased volume with short notice, so new-found fans of the bag won't have to wait too long.

She says her team is "working round the clock" to try and get the bags to customers quickly.

"It’s a great recognition for us," Llusia-Lindh says. "I launched the brand on my own seven years ago with no previous experience in the fashion industry while having three kids, so it has been a lot of hard work, and so the fact that Meghan Markle is supporting up-and-coming brands like ours means a lot. We are truly grateful."

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But perhaps even better than the sales is the attention Markle is bringing to the DeMellier's charity component. Each bag sold funds vaccinations for a child in need.

"I think [Markle carrying one of Demellier's bags is] a confirmation that being socially conscious is important and more and more people care about it," Llusia-Lindh says. "I hope in the future all fashion companies will have a charitable component and not only a handful."

This story originally appeared on Townandcountrymag.com.
* Minor edits have been made by the Townandcountry.ph editors.

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Caroline Hallemann
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