How the Princess of Wales' 'Kate effect' transformed heavenly London

A British jewellery brand that started on a kitchen table has reached a major milestone and its founder’s daughter says the Princess of Wales played a key role in turning the business into a household name.

Heavenly London, the independent jewellery label founded in 1993, has secured its first order from Selfridges.

The brand’s transformation began when Maddy Sangster took over from her mother Belinda six years ago and launched a complete overhaul of the business. 

But when asked who helped change the brand’s fortunes most dramatically, Maddy pointed to one person: the Princess of Wales.

“Back then she was the original influencer. It was a butterfly effect. Overnight, the business went from this teeny tiny company to booming,” she said.

Catherine has been seen wearing Heavenly London’s £195 Pearl and “Diamond” Earrings on several occasions, and Maddy said each royal appearance brings an immediate surge in interest.

“Suddenly, there will be this flurry of activity on the website, especially from America,” she explained.

The royal connection has helped introduce the brand to a wider audience, but Heavenly London has also attracted attention from international stars. 

Jennifer Lopez has worn the brand’s Sienna earrings on Jimmy Kimmel Live! and selected the Eva earrings and Beaux ring for a New York Times photoshoot.

Actresses including Rachel Zegler, Emilia Jones, Erin Doherty and Suranne Jones have also been spotted wearing the label.