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Royal favourite maternity brand Seraphine wins The Queen’s Award for Enterprise


Seraphine, a fashion brand frequently worn by the Duchess of Cambridge during her pregnancies, has received The Queen’s Award for Enterprise: International Trade 2020.

“The Kate Effect” struck the company when the Duchess wore several of their designs during her first pregnancy, but especially when she sported their fuschia knot-front ‘Jolene’ maternity dress in the first official photos with Prince George. The dress sold out in two hours, had an eight-week waiting list and has continued to be a strong seller ever since.

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Since then, Seraphine’s sales have exploded, growing from £5 million to £14.6 million in six years, according to The Queen’s Award for Enterprise.

Their overseas sales now account for more than 60 percent of total sales, with the top five markets including the United States, France, Germany, Ireland and Spain. The brand was thus honoured with The Queen’s Award for its “outstanding continuous growth in overseas sales over six years.”

Kate continued to wear the brand’s designs during her subsequent pregnancies but she isn’t the only royal who has increased Seraphine’s popularity. Their styles have been worn by others including Zara Tindall, Crown Princess Victoria, Princess Sofia, Princess Madeleine, and Hereditary Grand Duchess Stephanie of Luxembourg along with many celebrities.

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“As the founder of Seraphine, I’m so proud to announce that we’ve been awarded the Queen’s Award for Enterprise 2020,” said founder Cécile Reinaud on the brand’s YouTube channel. “It’s a great honour that we’ve been highlighted as a global leader with outstanding growth in international trade in the field of maternity & nursing.”

This is the brand’s second time receiving the award, as Seraphine shared on their website. “We last won this award back in 2015, making this our second consecutive win – a rare achievement and an incredible mark of recognition for our continued outstanding international growth.”

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Winners are selected by Her Majesty based on recommendations from the Prime Minister’s Advisory Committee and given to UK businesses exhibiting outstanding achievement in the categories of innovation, international trade, sustainable development and promoting opportunity through social mobility.

Those receiving one of The Queen’s Awards are invited to a royal reception, presented with the award at their company by a Lord-Lieutenant, given a Grant of Appointment and commemorative crystal trophy and are able to fly The Queen’s Awards flag at their main office and use the emblem on the company’s marketing materials.

About author

Kristin is Chief Reporter for Royal Central and has been following the British royal family for more than 30 years. Kristin has appeared in UK and U.S. media outlets discussing the British royals including BBC Breakfast, BBC World News, Sky News, the Associated Press, TIME, The Washington Post, and many others.