Princess Charlotte Effect Strikes Again, Pink ‘Emma’ Shoes Worn During Queen’s Birthday Parade Selling Fast

Princess Charlotte may only be a baby but she is fast becoming a fashion icon similar to her mother Kate Middleton.

The royal baby’s impact on the fashion industry, dubbed as the “Princess Charlotte effect,” has been known to boost sales of clothing items and accessories of specific brands. The latest company that has benefited from the Princess Charlotte effect is the Leicestershire-based children’s shoemaker Early Days. The company’s Managing Director Paul Bolton has revealed that there has been a boost in sales after the Duchess of Cambridge’s daughter was seen wearing a pair of their “Emma” shoes, Leicester Mercury reported.

Princess Charlotte has already worn three pairs of Early Days’ “Emma” shoes, according to Bolton. The said shoe design comes in white, navy and pink. The royal baby was spotted wearing a pink pair during her Buckingham Palace balcony debut on Saturday, June 11. The Duke and Duchess of Cambridge brought their one-year-old daughter, along with son Prince George, to witness the festivities of the Queen’s birthday parade.

She was even photographed wearing a navy pair of Early Days’ “Emma” shoes during her first birthday, as indicated in the same report. Bolton also commented that they are looking to add more staff members to help cope with the growing demand. “We want to take on six new people at first, and then we're looking at doubling our workforce over the next 12 to 18 months,” he stated.

Apart from Princess Charlotte, her brother Prince George also donned a pair of Early Days shoes. Bolton mentioned that they were “really happy” that both royal siblings have worn shoes from their company. "To have a double endorsement from them is just brilliant,” he added.

Meanwhile, the pink bow that Princess Charlotte wore during her Buckingham Palace balcony debut is also flying off store shelves, People magazine reported. The $6 dollar bow from the children’s boutique store Amaia has been enjoying a boost in sales, according to co-owner Amaia Arrieta.

Princess Charlotte also wore Amaia hair bows during her first birthday photos, as well as a picture with Queen Elizabeth II and other young members of the royal family. The Amaia co-owner commented that the demand for the said bow has increased since the royal fans have learned that the Duchess of Cambridge has used the said clip for her daughter. "Everyone is ordering hair clips, in every color!" Arrieta said.