Small Businesses Capitalize on Royal Wedding

An article by Cecilia Camps    2 Comments

Princess-to-be Kate Middleton looks and acts the part of royalty to a tee. On Friday, April 29, she will officially become a member of the Royal Family of the United Kingdom.

After she gets married, British protocol demands that she devote herself to charity work. But until recently, she worked in the Middletons’ family business. Now there’s a Cinderella story! Of course, Cinderella being the business, not Kate.

It’s like a fairy tale set in modern times. The Middletons’ small business, an online-based party supply provider, turned from pumpkin to luxurious carriage. Starting out as a home-based operation, Party Pieces grew to be a million-dollar business. Recently, it caught some flack due to the fact that it is selling patriotic and royal wedding-themed items like these cups and bubble bottles. Perhaps for people who will be willing to stand outside of Westminster Abbey and cheer on the newlyweds?

It certainly doesn’t hurt that the upcoming wedding is boosting the Middletons’ website visits and sales. What kind of business people would they be if they didn’t take advantage of all the free publicity? Whatever the case, all members of the Middleton family work in the family business in one way or another. Kate’s sister Pippa, for example, recently launched “The Party Times,” the official Party Pieces online magazine. So if you want to keep informed on the latest developments of party supplies, there’s your publication.

This is a great example of how creative marketing can make the most of any event. Many shops in the UK are selling everything from t-shirts to toilet seats. Retail stores may stock up on imitations of the blue Issa dress that Kate wore to the official engagement announcement. Got a jewelry store? Make sure you sell sapphires. The precious stone’s popularity has shot up since Kate started to wear her engagement ring (an heirloom from Lady Di). Many stores are selling cheaper versions of the ring made with cubic zircon. Another idea is to carry Welsh gold. This type of gold is very expensive due to its rarity, but Kate’s wedding band will be made of it, and fans (at least those who have the extra money to spend) might want to get their hands on it.

Other royal wedding products include:

“Kiss me Kate” beer
Tea bags (his & hers)
Commemorative coins
China sets & tea towels
Condoms (called “Crown Jewels”)
Graphic novel & made-for-TV movie about the couple

The Middleton’s (and all others capitalizing on the wedding) should not feel the least bit guilty. Although William and Kate’s official website takes gifts in the shape of donations for charity, other sites are all about making a profit for themselves.

The upcoming event has caught the fancy of many members of the public, much like Diana’s wedding to Prince Charles July 29, 1980. For entrepreneurs worldwide, it has proved to be a great business opportunity. Maybe businesspersons should also get their hands on some Prince Harry merchandise, just to be prepared.

*Photos courtesy of UK_repsome & Ben Sutherland