from souvenir shops to crown craftsmen, the lucrative business of the British monarchy

In 70 years of reign, Elizabeth II has also become a brand. Everywhere in London (United Kingdom), shops sell an impressive series of objects bearing his effigy, which tourists snap up. If the queen does not receive anything on sales, the royal family has its own shops, with more expensive collections, and often of British manufacture. Pamela Harper, President of Halcyon Days, runs a small workshop in Stoke-on-Trent (UK). It is here that the most popular tableware in the country is designed, thanks to traditional know-how. “It’s a very manual operation. I often say it’s a bit like making pizza dough”she explains.

Each piece requires several days of work. The porcelain of Stoke-on-Trent is distinguished by its softness to the touch and the quality of its finishes. It takes 410 euros for a teapot, and 170 euros for a plate. These high prices should in particular make it possible to support luxury British craftsmanship, which has difficulty resisting closures and relocations. From jubilees to weddings, major royal family events feed the British economy. So, many traders play the game thoroughly. The Taj St James hotel in London is offering pastries in homage to the crown. In 2012, the diamond jubilee brought in 145 million euros in the capital alone.