Kate Middleton's royal endorsement gives jewellery brand Soru a global sales boost
Soru co-founder Marianna Doyle said the brand still cannot believe Kate Middleton chose their designs
Jewellery brand Soru has paid tribute to the Princess of Wales after Kate Middleton was recently photographed wearing a pair of their earrings, triggering what the industry has long called the "Kate Effect" — a well-documented surge in sales that follows any item the royal is seen wearing.
The England-based label wasted no time in acknowledging the impact on its Instagram page.
"We can confirm the 'Kate Effect' is a real thing. We're so honored that the Princess of Wales has chosen our designs on a number of occasions."
Founders still in disbelief
Co-founder Marianna Doyle offered a candid response to the royal seal of approval, expressing both pride and sheer astonishment at the brand's sudden moment in the spotlight.
"Yes, we are one of those brands that has been affected by the Kate Effect. We still can't quite believe this happened to us."
The sisters behind Soru also spoke about the creative ethos that underpins every piece they produce.
"Our vision has always been to create pieces that exude creativity, happiness and Italian flair."
Each item in the collection is ethically handcrafted in Italy and Turkey using high-quality materials.
Global doors thrown open
The royal endorsement had an immediate and far-reaching commercial effect, with the founders describing an explosion of media interest that translated directly into international growth.
"The press went crazy, and it opened our business up to other markets all around the world."
