Prince George has always been something of a fashion icon, much like his mother.
When the Duchess of Cambridge wears a stunning outfit, it will often sell out online instantly. Now, her son is having that effect too – just call it ‘the George Effect’.
The £27 robe that Prince George was wearing when he met President Obama sold out within minutes. But the embroidered dressing gown, by British retailer My1stYears.com can still be ordered online.
Prince George received the embroidered robe as a gift when his sister Princess Charlotte was born last May.
The co-founder of My First Years, Daniel, Price said: “It’s extremely rewarding for us as we started this business in 2010 when we were straight out of university, so to see Prince George wearing one of our products really is a dream come true.
“It just goes to show that it doesn’t have to cost the earth to dress like a Royal. Our products are very affordable so everyone can dress their little one like a Prince or Princess.”
The online retailer was founded by friends Price and Jonny Sitton in 2010 to tap into the burgeoning UK infant market.
The duo have come a long way from selling jewellery and clothing to fellow students at Leeds Metropolitan University and now list Sir Elton John, Peter Andre and Mo Farrah among their celebrity shoppers.
“We started with our savings, family money and some seed funding,” says Price. They now have a concession in Selfridges, a warehouse in Northampton, and have started to take orders from the US and Australia.
“In terms of marketing, our celebrity outreach programme is really important,” says Price. “We sent blankets from our cashmere range and hi-tech trainers to Prince George, and received a thank you letter.”
Price and Sitton, endured sleepless nights in the early days, having decided to focus on personalised, embroidered baby shoes as their core product.
“We went to see copious factories in Nottingham [which had an embroidery scene after the death of its lace industry] but were laughed at and told to give up on getting work done in time for next day delivery,” says Price.
But an opportunistic employee, who was made redundant from one of the factories, contacted them after another disappointing visit, and helped them to re-engineer an old machine.
“It was tough at the start. We hit a few brick walls. It was hard finding someone to embroider on items so small, and when we did, we had to invest in the technology to make it happen,” says Sitton.