Back in November 2010, everyone’s favorite royal girlfriend – Kate Middleton – became everyone’s favorite royal fiance. Wearing her late mother-in-law’s iconic sapphire and diamond engagement ring, and a striking blue Issa wrap dress, Kate gave her first interview.
And Issa was inundated. It was the first time that we caught a good glimpse of “The Duchess Effect” and “Copy Kate’s” in action.
According to company chairwoman Camilla Al-Fayed, the meteoric rise of Issa’s brand that was spearheaded by that moment was “too much.” She even pointed out that, at the time, the brand was “basically run by interns” and that there was no business plan.
However, within two years of Kate, now The Duchess of Cambridge, wearing that dress – the Issa brand has exploded. Three months after the royal wedding Al-Fayed purchased 51 shares of the brand’s stock, and is working with creative director (and founder) Daniella Helayel to grow the brand. In fact, the brand has grown so much in two years that this week the very first “stand alone” store is opening in Japan.