The scent of big money – supply and demand in action

The royal wedding had many winners including designer Sarah Burton and shops stocking royal memorabilia. There were a few losers of course but the less said about Princess Beatrice’s hat the better!

British brand Illuminum has come out smelling of roses as Kate Middleton is reported to have worn their fragrance ‘White Gardenia Petals’ on the big day. It is expected that the perfume will become a worldwide sell-out as anything associated with the wedding is very much in vogue. Another great example of how fashion and taste can shift demand.