The Classicist: Is the Royal Warrant Losing Its Lustre?
Filed under: The Classicist, Wealth

A recent decision by two venerable British brands to drop the Royal Warrants from their packaging has occasioned some hand-wringing in the UK over whether the much-coveted distinction has lost its lustre. The Classicist calls it a tempest in a Royal Doulton teacup; read on to find out why. Only three royals are entitled to grant warrants – the Queen of England, the Duke of Edinburgh and the Prince of Wales – to firms who supply their royal requisites for at least five years, though most warrant holders have ties to Britain's royal family dating back several decades or more. Of course, Prince William will one day be granting his own.
Holders of the Royal Warrant include many of our favorite luxury brands – Asprey, Aston Martin, Bentley, Barbour, Burberry, Fortnum & Mason, Gieves & Hawkes, Holland & Holland, Hunter Boots, Jaguar, John Lobb, Johnnie Walker, Land Rover, Laphroaig, Lock & Co., Swaine Adeney Brigg, Smythson, Tanqueray and Turnbull & Asser – along with a host of lesser names, such as After Eight mints and Jacob's Cream Crackers. It is the latter two that have now decided to do without their warrants – though no insult is intended to the royal family, as it was when former Harrods owner Mohamed al Fayed burned his last year. That coupled with the results of a new survey showing that only 13% of respondents thought that warrants make any difference have called their usefulness into question, the London Guardian reports.
However, "It's hard to say that interest in royal warrants is conclusively on the wane," Vicky Bullen, chief executive of Coley Porter Bell, tells the paper, "because there is no existing data with which to make a comparison. However, consumers' apparent indifference to the royal warrants has surprised us. We can only surmise there could be a number of factors at play." Said factors, Bullen says, include "that we live in a less deferential society in which the royal family enjoys less prestige and political support." That of course is not exactly new, though the upcoming Royal Wedding may give them a boost. [cont'd]
Charles Dickens wrote in 'David Copperfield' in 1850, "Punch, my dear Copperfield, like time and tide, waits for no man ... His recent despondency, not to say despair, was gone in a moment. I never saw a man so thoroughly enjoy himself amid the fragrance of lemon-peel and sugar, the odour of burning spirit, and the steam of boiling water, as Mr Micawber did that afternoon. It was wonderful to see his face shining at us out of a thin cloud of these delicate fumes, as he stirred, and mixed, and tasted, and looked as if he were making, instead of a punch, a fortune for his family down to the latest posterity."

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