Warrants issued by the now-former Prince of Wales stay valid, however, despite Charles's elevation in status because the now-former Prince of Wales' household is still considered to exist. Gordon's gin, holder of a royal warrant as official gin distiller to HM The Queen, may no longer be as favoured as her Royal household is, technically, defunct and replaced with a new monarch's. Her love of Cadbury chocolate, and its status as chocolate manufacturer to HM The Queen may need to be reviewed by Charles. This could mean, for example, the Queen's umbrellas of choice - Fulton Umbrellas - may be looking for a new endorsement in the coming years. Subscribe to our podcast and get the show early, every Friday night.
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"When we look at key international markets, Japan, China, Korea, for example, those markets are absolutely fascinated by the royal warrant and any connection to the Royal Family … the Chinese in particular are really, really passionate fans of royal warrant products," said Alger. Global consumers also value seeing the royal coat of arms, according to the trade expert. For instance, gloves endorsed by the Queen would obviously pass muster, said Alger, as Her Majesty would be shaking hundreds of hands a day in them. While it's difficult to attach a dollar (or pound) figure to the brand equity granted by royal warrants, the mark of quality is still important for many consumers. "It's a recognition factor that the Royal Family is bestowing on these great British brands." It keeps you on your toes in terms of quality and upholding the prestige. "Over the years, the royal warrants have become, if you like, a … mark for quality of service and product," said Paul Alger, director of international affairs at the U.K. It's a history that makes the British Royals, by some measure, the original influencers before there were telephones, let alone the internet and Instagram. Royal warrants have been granted by the Royal Family since the 15th century, with royal coats of arms being displayed by businesses since the 18th. "If it's good enough for the late Queen, then it's definitely good enough for a consumer," said Chatur in an interview with CBC Radio's The Cost of Living. Both Queen Elizabeth and the Queen Mother issued royal warrants for Hypnos mattresses, according to Chatur.
Feizal Chatur, CEO of Araam Inc., is pictured with a royal coat of arms behind him at his company's offices in Edmonton.
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