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Princess Martha Louise's 'money-spinner' wedding: Norwegian royal 'charged guests for her own gin, had a pop-up store selling her clothes brand' and granted exclusive wedding access to Hello! and Netflix
Princess Martha Louise married Durek Verrett in a huge ceremony in Geiranger yesterday, witnessed by 350 guests.
The elaborate event took place over four days, kicking off with welcome drinks on Thursday night, followed by a pre-wedding party on Friday night, then the wedding on Saturday, and breakfast and brunch today.
However, the nuptial do between the 52-year-old royal and her self-styled 'shaman' husband, 49, has been mired in controversy - in part due to the couple's use of commercial links and agreements.
Among them, are exclusivity deals with Hello! magazine and Netflix. According to Se og Hør, guests were told not to post images to social media - with the alleged ban thought to be linked to these exclusivity agreements.
According to the Norwegian publication, ahead of the wedding, a message was sent out to their invitees asking them not to share anything on their social media profiles.
Princess Martha Louise of Norway (pictured) reportedly sold clothes from the brand Hest!, which she part owns, at her wedding reception
WEDDING DAY: The couple (pictured) sold exclusive rights to their wedding to Hello! magazine and Netflix, for an undisclosed amount
'Please remember that mobile phones or cameras are not allowed at any of the events throughout the weekend. In addition, we ask that you do not post anything on social media,' it states, according to an email that the website obtained.
It then reiterates that it is 'very important' that 'everyone' follows the guidelines and asks guests to 'take them seriously'.
Norwegian outlet Aftenposten reported that a 'well-known Netflix director' named Rebecca Chaiklin, who worked on the hit show Tiger King, would be making the documentary about the pair.
The outlet said American production company Nordic Pictures LLC is collaborating with a Norwegian production company.
Three days ago, Netflix confirmed via a press release that it was making an 'in-depth and moving documentary' about Princess Martha Louise and Shaman Durek's 'love story'.
It was also reported by Aftenposten that Rebecca Chaiklin requested that the Norwegian drone photographer apply for a drone permit.
The publication also claims that an application to the Norwegian Civil Aviation Authority was made for drone filming of the wedding in Geiranger on Saturday 31 August.
But a source told Se og Hør: 'If there are too many 'leaks' of photos, the sum the couple will receive will probably be reduced,' in terms of the deals they have made to companies covering their wedding.
The couple (pictured on their wedding day on August 31) reportedly gave their guests five drink vouchers to cover the events on Friday and Saturday, then charged for drinks
Following festivities that started on Thursday, the actual wedding ceremony took place in a large white tent set up on a lush lawn
The Daily Mail's Richard Eden reported that 'Norwegians are not happy' about the exclusivity agreements.
A spokesman for the Royal Family also said 'it denies other outlets fair access', and it was revealed that the royals would not only pose for exclusive images.
Ahead of the ceremony, several measures were put in place to ensure the bride was not seen by media outlets, with several people holding sheets around the royal while she made her way to the wedding marquee, totally hiding her.
Following the ceremony, a guest who was interviewed by Norwegian network VG TV said that not having phones out at the event meant that people were able to be fully immersed in watching the action.
These exclusivity deals were not the only commercial controversies swirling around the event.
According to Se og Hør, despite guests forking out an average of £2,300 (NOK 32,000) to attend the event - a sum which does not include the cost of a wedding gift - they were not treated to an open bar at the Hotel Union in Geiranger, where the reception was hosted.
According to the outlet, it is traditional for Norwegian weddings to open bars, but guests at the royal wedding yesterday were reportedly given five drink vouchers on Friday evening, for drinks on both Friday night's party and the reception on Saturday.
After the vouchers ran out, guests could purchase drinks from a menu, featuring cocktails made with the couple's customised gin they made with Oslo Håndverksdestilleri. The drinks were priced at £16.50 (NOK 225).
The gin itself has provoked criticism of the royal: earlier this year, it was reported that the couple had been involved in creating the beverage which was made by Oslo Håndverksdestilleri (OHD).
The label on the gin bottle said: 'We created this gin for the wedding of Princess Martha Louise and Durek Verrett in Geiranger in August 2024.'
Princess Martha Louise is not allowed to use her title for commercial gain, and it was at first reported that while OHD generally collaborates on products it makes with celebrities, the couple's gin had already been in the brand's line before it was associated with them.
However, according to a letter written by (OHD) to the Norwegian directorate of health, seen by Aftenposten, the princess may have been more involved in the creation of the product than initially thought.
Princess Martha Louise of Norway and her US groom Shaman Durek delighted crowds lining the streets by sharing a kiss after their wedding
The pair shared a kiss in front of press and onlookers after the ceremony
Princess Martha and husband Durek greeted people from a balcony
This letter said that not only were the princess and her partner involved in the design process when it came to the label, it was the royal's idea to sell the product to the public via the state-run Vinmonopolet alcohol retailer.
OHD had written to the Norwegian directorate of health as it was investigating the product 'as part of [its] mandate to supervise compliance with the Norwegian prohibition against advertising of alcoholic beverages'.
An invitation to the product's launch, which was sent to the press, said: 'Martha Louise and Durek Verrett will present their unique gin and drink made especially for the wedding.'
Attorney Thomas Benson, at Angell law firm, is a specialist in alcohol law. He told Norwegian outlet VG: 'Seen in isolation, the invitation is not a breach. But when you highlight the gin and this one special product becomes the main focus of the event itself, this is a clear violation.'
Reports say the gin was pulled from Vinmonopolet on Thursday morning.
A further controversy that has emerged following the big day is that the princess arranged a 'makeshift clothes shop' inside the hotel that was hosting the reception, according to Se og Hør.
The outlet says that items from the latest collection from clothing brand Hést! were on sale next to the couple's gift table. The princess owns a large stake in the brand, which she founded five years ago with two friends.
According to the outlet, it says 'several sources' said there were two Hést employees selling the clothing at the pop-up store.
Despite the controversies, guests appeared to enjoy the wedding reception, which didn't wrap up until 3am.
The princess' father King Harald, who is 87 years old and in frail health, did not return to his royal yacht, which was anchored by the shoreline of the Geirangerfjord until after 1am.
Queen Sonja, also 87, told newsman waiting at the quayside they had enjoyed the gala dinner.
Heir-apparent Crown Prince Haakon, his wife Princess Mette-Marit and their children Princess Ingrid Alexandra and Prince Sverre Magnus, stayed until the end – leaving the party at 3am.
Sweden's Crown Princess Victoria and Prince Daniel walk outside Hotel Union at Vinjevollen on the day of the wedding of Norway's Princess Martha Louise and Durek Verrett
They were pictured waving to newsmen as they headed to the royal yacht, that has been protected by a Norwegian Navy vessel. Princess Mette-Marit said: ‘There were many highlights [at the wedding].'
Queen Sonja and Crown Prince Haakon both gave speeches during the wedding breakfast. But not King Harald, who had given the wedding address at his daughter’s first marriage to author Ari Behn in 2002.
The four-day marriage celebrations concluded today with a lavish brunch at 1pm.
Guests were then transported by bus and ferry to Ålesund airport, some two and a half hours away.
The bride and groom are expected to join the King and Queen aboard the royal yacht and sail through the spectacular Geirangerfjord to Ålesund.
The newly married couple delighted crowds lining the streets outside the wedding venue last night by sharing a kiss ahead of the gala dinner.
Social media influencers, reality stars and TV personalities were among the guests as the Norwegian King's eldest child married the American self-professed shaman.
After their wedding, the newly-weds made an impromptu walk-about to say thanks to the few dozen well-wishers who had come to the tiny fjord-side village to pay their respects.
Queen Sonja of Norway waves after the wedding of Norwegian Princess Martha Louise
Crown Princess Mette-Marit, Prince Sverre Magnus and Amalie Giaever Macleod after the wedding of Durek Verrett and Princess Märtha Louise
Senior members of Norway’s Royal Family partied into the early hours of this morning as they celebrated Princess Martha Louise controversial marriage to American shaman Durek Verrett. Pictured, Norway's Crown Prince Haakon and Crown Princess Mette-Marit react after the wedding of Princess Martha Louise and Durek Verrett in Geiranger
Princess Astrid, 91, beamed as she was escorted into the event in a wheelchair also wearing a bunad
The couple stepped out of the Union Hotel in Geiranger shortly after 6.30pm local time to a rousing applause from the crowd.
Families with young children, elderly residents and young couples had waited for hours for a glimpse of the princess and her new husband.
The newlyweds beamed with pride as they waved to the crowd, before going back into the hotel for the wedding breakfast.
Discussing the ceremony, guests told media outlets that Norwegian and U.S. artists performed at the event along with a gospel choir and a singer representing Norway's indigenous Sami people.
Norwegian TV personality Harald Ronneberg told public broadcaster NRK: 'It was fantastic! It was Hollywood meets Geiranger. It was gospel and love. We laughed, we clapped, and we were touched. It was absolutely beautiful.'