The Meghan Effect strikes again! Australian clothing brand reveals its profile has skyrocketed thanks to the Duchess wearing its clothes – after she touted her ‘power’ for promoting labels….See More

The founder of an Australian clothing brand has touted Meghan Markle ‘s selling power – after the Duchess previously admitted to wearing labels in the knowledge it will give them a boost.

Posse owner Daniella Mulham has revealed the Duchess’s impact on sales has been ‘monumental’ since she began wearing the brand’s clothing as she thanked the royal for her ‘ongoing support’.

Speaking to Town & Country, Mulham said: ‘We’re so grateful for the ongoing support she continues to show our brand and love seeing her wearing Posse.’

And Posse is by no means the only brand to have benefitted enormously from The Meghan Effect – as plenty of other labels around the world have noted spikes in sales after she wore their items.

A notable example was in 2017, when a bag from Scottish brand Strathberry sold out online in 11 minutes after Meghan wore it during an engagement with her then-fiancé Harry .

The Duchess herself is well aware of her impact on the success of clothing and accessories brands, and has previously revealed how it impacts her fashion choices today.

She explained to the NYT that when she knows there will be a ‘global spotlight’ on what she is wearing, she will ‘support designers that [she has] really great friendships with, and smaller, up-and-coming brands that haven’t gotten the attention that they should be getting’.

Meghan added: ‘That’s one of the most powerful things that I’m able to do, and that’s simply wearing, like, an earring.’

Elsewhere, Meghan’s impact on Strathberry’s sales was so significant that the brand was reportedly able to expand its workforce – which puts enormous financial weight behind her endorsements.

Another brand that experienced the Meghan effect is London-based lab-grown diamond company Kimaï . In 2019, the then-royal was photographed wearing its £630 Felicity earrings, which she bought herself.

According to Kimaï co-founders Jessica Warch and Sidney Neuhau, this sparked sales of $1.2 million (£945k).

The duo explained their profits over the past few years and how Meghan played a significant part in spiking sales.

Jessica said: ‘We’ve launched without investment, and then two months after our launch we got Meghan Markle to wear our pieces, which enabled us to grow the revenue significantly, and from there we raised $1.2 million.’

The brand, which only uses stones made in a lab, as well as only using recycled gold , went on to secure a record-breaking investment from Dragon’s Den star Steven Bartlett, who injected £250,000 in exchange for a three per cent equity stake – his largest sum to date.

When pitching their company on the show, Jessica and Sidney noted that Meghan had worn the earrings.

They said they used cold emails to get her to sport the accessories, adding that they are ‘big believers’ in the tactic, telling the Sun: ‘It’s the same way we got all of our investors because we didn’t know anyone in the space.’

The outlet reported in January that the company is set to make a profit of £500,000 in 2024, after spending its first four years making a loss.

These brands simply appear to have benefitted from Meghan wearing their accessories , and while the former senior royal said she has around five to 10 brands in her investment portfolio, the only confirmed ones are Cesta Collective and Clevr Blends, a vegan powdered latte brand, which can be purchased in the UK for £23 for a bag containing 14 drinks.

The Duchess of Sussex – who ran lifestyle brand The Tig before meeting Prince Harry – first discovered Cesta when she was online shopping.

She told the NYT : ‘I spend a lot of time just Googling, looking for brands. When people are online looking for things or reading things, I’m trying to find great new designers, especially in different territories.’

According to the brand’s Instagram profile: ‘We are a mission-based, responsibly-made handbag brand – celebrating the work of talented female artisan.

Cesta has an annual revenue of $1million (£756,990) and its purses take about four to seven days to complete.