Souvenirs of Elizabeth II: The late queen on a mug in a souvenir shop in London.Image: keystone
Four years after her death, Elizabeth II continues to shape the image of the British monarchy – and also the souvenir business. The fascination with the Queen remains unbroken, but her legacy remains complex.
April 21, 2026, 9:30 p.mApril 21, 2026, 9:30 p.m
In the “Cool Britannia” souvenir shop opposite Buckingham Palace, Queen Elizabeth II is still the center of attention even four years after her death. Business with mugs, tea towels and key rings bearing the likeness of Britain’s longest-reigning monarch is booming. Of course also on her 100th birthday on Tuesday. Article with the picture of her son, King Charles III? Rather less in demand.
“We still sell more from her than from the king,” says managing director Ismail Ibrahim. The memory of the late queen is still omnipresent in the country. During her 70-year reign, she transformed from the glamorous young monarch who encouraged Britain in the bleak post-war years to the beloved national heroine who held the country together during the coronavirus pandemic.
Prince William and Kate, Princess of Wales, during the Queen’s 100th birthday reception at Buckingham Palace.Image: keystone
When Elizabeth died in September 2022, for most Britons she was the only monarch they had ever known. Even today, the mention of “the Queen” is more likely to bring to mind Elizabeth than Charles’ wife Camilla.
But the passage of time has also tarnished the memory of the late monarch. Although she is celebrated as a symbol of tradition and continuity, revelations about the connections of her son, the former Prince Andrew, to US sex offender Jeffrey Epstein also sparked criticism.
A central figure for the monarchy
“Despite her death, Elizabeth II remains a central figure whenever we think about the monarchy,” said Ed Owens, author of “After Elizabeth: Can the Monarchy Save Itself?” “She is undoubtedly the most important figure in the history of the institution over the last 100 years and therefore, in my opinion, deserves the attention that will be given to her on the occasion of her 100th birthday.”
Photo of Queen Elizabeth II in a souvenir shop.Image: keystone
The celebrations included a reception at Buckingham Palace where Charles will congratulate centenarians who share a birthday with the late monarch, as well as the dedication of a memorial garden in Regent’s Park in central London. An exhibition of the Queen’s fashion has already begun. In a video message released on Tuesday, Charles paid tribute to his mother’s influence on people around the world.
Elizabeth became queen after her father’s death on February 6, 1952, aged just 25. For decades, she opened Parliament annually in a crown and ermine cloak, received state guests at Buckingham Palace and made thousands of appearances around the United Kingdom, often in colorful costumes so people could see her better, she said.
The queen moved with the times
The Queen became an internet star in her old age when she opened the 2012 Olympic Games in London with James Bond actor Daniel Craig and celebrated her 70th anniversary on the throne together with the Paddington Bear.
“In a world of constant change, she moved with the times – honoring the nation’s successes and comforting the British in difficult times while staying out of the political fray,” says Robert Hardman, author of “Elizabeth II: Private.” Public. The whole story.”
Queen Elizabeth II during a visit to the Royal Academy of Arts in London in 2018.Image: keystone
But it is precisely these successes that make her failure to end the scandal surrounding her second son all the more obvious. Despite concerns about his behavior, questionable business practices and shady friends, Andrew served as Britain’s special envoy for international trade for 10 years and retained his title of prince until details of his relationship with Epstein emerged last year. To protect the monarchy, Charles ultimately stripped his younger brother of the title. His name is now simply Andrew Mountbatten-Windsor.
As historians debate the Queen’s legacy, the public forms its own opinion. How Sylvie Deneux and her daughter Clara from Lille, France, visit “Cool Britannia”. They praise the late monarch for her elegance and describe her as an icon.
But it was a mistake to sweep the scandal under the carpet so quickly, says 49-year-old Sylvie. Nevertheless, she understands the Queen. She made decisions as a mother and not as a queen. “Can we blame her?” she asks. “I’m not sure.” (AP/aargauerzeitung.ch/fwa)