Sunday, March 9, 2014
By Danica Kirka / The Associated Press
(Continued from page 1)
In this July 23, 2013, photo, Prince George of Cambridge lies in a car seat in a cotton swaddle printed with little birds. Distinctive little birds.
Fashionistas follow Kate's every move. Every blouse, shoe, and bag the future queen of England wears is fodder for style bloggers and a money-spinner for retailers.
She's been democratic about it — choosing stuff that is accessible to the average person and supporting British products in a big way.
And now there's George, who isn't even wearing clothes yet but has managed to get blankets out the door. And it isn't just the ones from aden + anais. Little George first appeared in a white crocheted blanket from G.H. Hurt & Son of Nottingham, England. They are swamped with orders, too, after photographers zeroed in on the firm's label, blew it up and posted it on the net.
And yet, this is just the start. Otnes said that the trend will just continue as George gets older. Get ready for the booties, the scooter, the sun hat. Firms can get overwhelmed by the attention, which comes fast, hot and for a limited time only.
"You had better hold on," Otnes advised companies in the limelight. "And put on another shift."
Moya-Jones, a native of Australia who started in the swaddle business because she couldn't find what she wanted in stores, didn't anticipate the royal wave. Even though aden + anais have wrapped the babies of celebs like Beyonce, the spotlight that turned on her company with Prince George was altogether different.
After all, her privately held company isn't huge — founded seven years ago, it has 65 full-time employees and about as many part-time staff. In addition to swaddles, aden + anais makes sleeping bags, bibs, blankets and sheets, and Moya-Jones doesn't want to put so much emphasis on Jungle Jam swaddles that customers who want other products feel they are being ignored.
And then there's the shock factor — even if it was a happy shock. The company didn't send the royals their product and expect them to use it. That's just not done.
Moya-Jones only learned after she saw pictures that Kate reportedly picked out the muslin swaddle personally at a London store.
"That's the nicest thing," she said. "At the end of the day, the duchess is a first-time mum, like all of us once were."