‘The Kate Effect changed our lives’ The up-and-coming labels with thousands of new customers overnight

A stamp of approval by the Duchess for an up-and-coming label can mean thousands of new customers overnight – with items selling out instantly. Her three current favourites reveal what the Kate Effect has meant for them.

‘We’re so proud, the brand exposure was amazing’

kate pearl earrings
Ian Rutherford/REX/Shutterst​ock

Marianna Doyle (below left) and Francesca Kelly, founders of Soru Jewellery

Soru Jewellery

The Duchess first wore our double-sided pearl earrings to an art ceremony at the Natural History Museum in 2016. The following day, she was spotted in the same pair at Wimbledon [pictured]. This really put us on the map: the brand exposure was amazing and our international audience grew instantly. Kate has regularly worn our earrings since then – most recently for a reception at Buckingham Palace last month. We’re so proud to see someone as influential as her wearing our designs.

‘Kate has created 300 hours of work for vulnerable women’

kate beulah scarf
Tim Rooke/REX/Shutterstock

 Natasha Rufus Isaacs, co-founder of Beulah London

Natasha Rufus Isaacs
Katrina Lawson Johnston

We’re delighted that the Duchess chooses to make a positive fashion statement by wearing Beulah London. On a visit to Port Talbot steelworks in South Wales this month, she wore our Shibani scarf [pictured], which was made by one of our manufacturers that offers vulnerable women in India, Bangladesh and Nepal sustainable employment opportunities. The overnight interest in this scarf has already created nearly 300 hours of work for these women. 

‘We were small but now we’ve got a worldwide market’

kate hicks & co hat
Max Mumby/Indigo

 Alice Leet-Cook and Rosie Turner (below left), co-founders of Hicks & Brown

Hicks & Brown
Instagram/Hicks & Brown

We consider ourselves to be a fairly small UK hat brand, but the interest we have received following the Duchess wearing our navy Suffolk Fedora last month [pictured], has opened us up to a worldwide market. We’ve seen a huge spike in web traffic, particularly from the US, Canada and Italy, and the style she wore sold out almost immediately. We feel incredibly honoured. The Duchess is so inspirational with all the work she does, and her sense of style is iconic. We certainly won’t be forgetting this moment.