The “Kate Effect” has given many British High Street labels international exposure when the Duchess of Cambridge has stepped out in one of their designs. One of these is Beulah London. Catherine has been a long-term supporter of the label, stepping out in their floor length red Sabitri gown in 2011 to the 100 Women in Hedge Funds London Gala.
Lady Natasha Rufus Isaacs, co-founder of the label, discussed the positive impact for the brand when the Duchess wore the gown with Hello! magazine.
“It was our first season and we had only one in stock and the phone was ringing off the hook” she told Hello!. “She is a great British ambassador and supports British brands.”
Natasha also discussed the international exposure the brand receives after the Duchess of Cambridge wears one of their dresses and says Catherine is introducing US buyers who might not have otherwise heard of the brand.
“With Kate we always get an influx of interest from the UK and the US. In particular, women in the States tend to buy exactly the style she’s wearing.”
Catherine has continued supporting the label, stepping out in a long sleeved green dress from Beulah as recent as January.
Natasha and her co-founder Lavinia Brennan, are particularly proud of the label’s strong social ethos. Their mission is to empower vulnerable and trafficked women through meaningful employment opportunities and to build a sustainable life free from slavery and exploitation.
“In 2009, Lavinia and I spent two months working in Delhi with women who had been trafficked. Now a big part is creating employment opportunities. We donate ten per cent of every sale back to the Beulah Trust, which helps provide women with a chance to build a new life, free from abuse. We chose the word Beulah as it suggests coming out of a place of darkness into freedom.”
While Natasha admits it is exciting to see a royal or a celebrity in their designs, she says it is just as exciting to see a regular person wearing the label.
“It’s always amazing to see celebrities wearing our dresses, but equally, if I’m on the Tube and spot someone with one of our scarves, that’s just as exciting.”