"Those words first entered Bravo lexicon in 2023 at the height of #Scandoval, the seismic cheating scandal that engulfed (then imploded) the VPR cast. Kent had posted a clip on her Instagram story, in which she ranted at her former co-star Rachel Leviss for sending her a legal notice directly rather than addressing it to her lawyer, Darrell Miller. The video ended with the now-iconic four-word phrase."
""I deleted it after seven minutes," Kent says. "But all of the sudden, I saw other people selling their own merch, and they had spelled Darrell's name wrong. So I called my merch team and I said, 'This needs to be on my page in an hour! We have to do it.' And they got it done." At the time, Kent initially revealed that her " Darrell" merch brought in enough for her to put a down payment on a home."
Lala Kent turned a four-word catchphrase, 'Send it to Darrell,' into a highly profitable merchandise line. The phrase originated from an Instagram story rant during the 2023 #Scandoval, when Rachel Leviss allegedly sent a legal notice directly instead of to lawyer Darrell Miller. Kent rushed merch to market after noticing misspelled imitations and achieved high-six-figure sales overnight, ultimately reaching seven figures. Merchandise has become a common revenue stream for reality stars to supplement episode pay and build brands. Networks also monetize branded products through official stores. Merchandise sales serve financial, relevance, and legacy-building purposes beyond direct earnings.
Read at Bustle
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