The question lingering in Hartling’s mind is, what happens to the Birks brand (or really any other brand) if or when the fairytale ends and Markle stops wearing it? Will the company’s sales go back to before, stay the same as they are now, or fall completely and cause the brand to fold? There’s no way to know for sure, but according to Hartling, a royal warrant — the documented, official seal of royal approval — could prevent Birks from shuttering should their current “arrangement” with Markle go south.