Prince Charles has used his royal position to his advantage and established his own homewares brand. Of course, in line with his status, the brand represents luxury and sits along other high profile companies such as Tiffanys, Wedgwoods and Waterfords. The delicate collection of china, crystal and silver, called Traditional Arts, has been designed by graduates and young designers.

The brand’s point of difference is in the decorative design style of the products which is inspired by old manuscripts, motifs and myths. The brand is committed to restoring the tradition of arts and crafts. Also unlike other brands in their market, they take custom orders.

Prince Charles is among a whole line of celebrities who are starting their own brands in the homewares market.

Celebrities are establishing their own brands, especially in the homewares market. They initially have the recognition through what they do but then they develop their personal brand around who they are and what they represent. They become a powerful marketing tool endorsing all sorts of products. Customers trust a high profile person when it comes to buying homewares, especially if the brand is already linked to their profession.

It’s very easy for someone like Jamie Durie, who we have grown to trust as a television host and producer of his landscaping shows, to create his own successful line of merchandised product called PATIO. He’s got our backyard covered not only through landscaping and design but now also with a new outdoor lifestyle range.

Alex Perry, has made his first step into a design medium beyond clothing. He’s just unveiled a rug collection which is a perfect match in his branding evolution as he represents style and design.

Gordon Ramsay, Nigella Lawson, Jamie Oliver and a swag of other celebrity chefs have branded cookware. This has been driven by the massive popularity of the cooking shows on TV, like MasterChef.

These new celebrity brands that are entering the homewares market are just a natural extension of what they already do.