The “Meghan Effect” Generates Nearly $600,000 in Sales for a Small Business

The “Meghan Effect” has delivered another measurable boost for a woman‑owned business. Tiny Tags founder Melissa Clayton said interest surged after Meghan Sussex wore one of the brand’s necklaces, bringing roughly 1.9 million Instagram views and nearly $600,000 in sales. Clayton herself described the response as “pretty amazing.”

That kind of impact goes beyond celebrity fashion. Meghan can wear one small item in public and suddenly introduce an independent founder to an audience she may never have reached through advertising alone. For a self‑funded company built carefully rather than through reckless expansion, that visibility can change the direction of the entire business.

Here is what Inc reported:

When Meghan appeared in a 2025 Bloomberg interview wearing a Tiny Tags locket, Clayton had reason to be watching. Her company had sent her a locket with “H” on the front, for her husband Prince Harry, and her children’s initials hidden inside. Once Clayton saw it on screen, her team confirmed it was the necklace and started creating content around it.

The result, according to the company: 1.9 million Instagram views and more than $586,000 in revenue. Tiny Tags has since done close to $1 million in just locket sales.

“One of the good things about a small business is being able to capitalize on those moments,” Clayton says. “I’m always shocked when I see a celebrity wearing a brand and then you go to the brand social and there’s no mention of it.”

The Real Value

It also says something about Meghan’s shopping habits. She repeatedly chooses independent, female-founded and ethically minded brands instead of relying only on established luxury houses. Strathberry, Outland Denim, With Nothing Underneath, and Logan Hollowell have all experienced greater visibility or demand after she wore their designs.

Her support also extends beyond fashion. Meghan has invested in women-led companies, including Clevr Blends, and used her podcast, Confessions of a Female Founder, to give female founders a platform to discuss how they built and expanded their businesses.

She is therefore doing more than wearing a necklace or carrying a handbag. Her choices can introduce small brands to global audiences, generate sales, support job creation and give founders the credibility needed to reach their next stage of growth.

Final Thoughts

Royal coverage frequently tries to manufacture a “Kate effect” by crediting her with discovering brands that Meghan had already popularised, or by treating the simple act of wearing an item as proof of enormous economic influence. With Meghan, founders repeatedly provide direct evidence: website traffic rises, products sell out, and sales climb sharply.

That is the difference between a publicity claim and a documented consumer response. Meghan does not need commentators to insist that she move products. Business owners keep confirming it themselves.