The Duchess of Cambridge is rarely seen without pieces from her fabulous jewelry collection. But even though she has access to some of the most expensive and iconic royal family gems in the world, the Duchess sometimes prefers to opt for pieces from smaller independent brands.
The Duchess’ latest must-have jewelry designer? No, not a diamond-encrusted brand worth millions, but a small independent designer whose gold and silver pieces cost less than £100.
Not only that, but the Duchess of Cambridge’s favorite new jewelry brand is made entirely from recycled 18k gold vermeil.
Read more: The Duchess of Cambridge is inspired by the book of Diana in Wales
Founded by designer Hayley Jones, who started her business from her kitchen table in Caerphilly, South Wales, Spells of Love has quickly become one of the Duchess’ favorite brands for public appearances and occasions private.
Her favorite pieces are a pair of angular ‘Alia’ gold hoops which cost £79, and a pair of smaller twisted gold hoops which cost £60.
Kate, 40, was also seen wearing the brand’s Double Strand pearl necklace in 2021.
Always one to pay a subtle tribute to the host country, the Duchess wore the Welsh designed and made ‘Alia’ earrings for the first time during an official visit to Barry Island in August 2020.
From there, the Duchess’ love of the Spells of Love pieces only grew stronger, wearing the hoops another five times in 2020, including another trip to Cardiff over Christmas.
The Duchess has also worn the twisted gold hoops on numerous occasions, opting for the smaller, more subtle design during the royal Caribbean tour in early 2022.
Read more: Every time the Duchess of Cambridge and Sussex subtly honored Princess Diana
Jones had to enlist the help of family and friends to fulfill the orders, as the pieces often sell out “within a day” once the Duchess wears them.
“Having the Duchess of Cambridge wear my jewelry was so amazing,” founder Hayley Jones told Yahoo UK. “The impact this has had on my business has been amazing – I sold out within a day.”
“As a small business, this has really helped put my business on the map,” she added. “I have received orders from countries I never thought I would know about for my brand.
“I am so grateful and honored to have the Duchess wear my designs.”
Read more: Was the Duchess of Cambridge’s royal Caribbean tour wardrobe at its best yet?
The jewelry brand’s responsibly handcrafted pieces are part of the Duchess’s move to be more sustainability-conscious in recent years, using only recycled gold and plastic-free packaging. .
“All of our manufacturers are registered members of the Responsible Jewelery Council and UN Global Compacts,” founder Hayley Jones told Yahoo UK. “All precious and semi-precious stones used are ethically sourced and traceable.”
Read more: Chic Duchess of Cambridge in lemon yellow for the Thanksgiving service
The Duchess of Cambridge isn’t the only famous face to have discovered the jewelry brand you need to know now. Model Kendall Jenner was also seen wearing the angular “Alia” hoops during a New York Knicks game at Madison Square Garden in April 2022.
And if the “Duchess Effect” is anything to go by, we expect a whole host of celebrities to jump on the Spells of Love bandwagon in no time.
Watch: William, Kate, Prince George and Princess Charlotte meet the public in Cardiff
