‘With Kate, I’ve Never Experienced Anything Like It’: What It’s Really Like When Kate Middleton Wears Your Designs

Kate Middleton might have access to the Crown Jewels, but that doesn't mean her jewellery box is confined to diamonds. The Duchess likes to dazzle, but also knows her way around everyday jewellery that doesn't come with a four or even three-figure price tag. Some of her high street favourites include Sézane, Anthropologie and ASOS, but if there's one affordable brand she repeat-wears, it's Spells of Love.

The Caerphilly-based brand, founded by Hayley Jones, is behind several subtle pieces that she's worn multiple times (including today's visit to Cardiff Castle) - not to mention Kendall Jenner, who's a fan of the angular Alia hoops.

The fact that these women - one as classic as the other is directional - both wear the brand is a testament to the beauty of Spells of Love, which has prided itself on three tenets from the start: good quality, ethical production and a reasonable price point. 'I wanted to create jewellery that was affordable but that lasted for customers,' says Jones, who remembers the jewellery she would buy during her university days that would quickly turn green in a few weeks.

Her solution is to craft her jewellery out of recycled gold vermeil; 2.5 microns of 18-karat gold over a base of sterling silver, which keeps the price affordable (Middleton's favourite hoops are £60) and the quality high (because the gold is much less porous). Jones has just hired her sister-in-law as the business has grown, but until now, has been a one-woman-band with help from her family. The hardest part at the beginning, she says, was getting the brand's name out, which is why she can definitely attest to the power of the so-called 'Kate effect'.

Jones sees a spike in sales whenever she steps out wearing her jewellery - but also can't keep the pieces she owns in stock seeing as everything is handmade in small batches. The Alia hoops - the ones also owned by Jenner - have been one of the brand's bestsellers for over a year. 'It's helped so much as a small business,' she says. 'With Kate, because the media picks up on it so quickly, it was just crazy. I've never experienced anything like it.' Middleton's stylist emailed on the morning she was going to be wearing the brand, which caused much excitement at Spells of Love HQ. 'I told my family - and my nana and grandad who were so thrilled and were telling everyone in the local town.'

On this year's agenda is a switch to packaging that eradicates the foam to make it completely plastic-free and recyclable, as well as a small collection of fine jewellery made with ethical diamonds. Be sure to keep a close eye on Middleton; she'll probably be the first to wear it.