The Duchess of Cambridge is rarely seen without pieces from her fabulous jewellery collection. But even though she has access to some of the Royal Family’s most expensive and iconic gems in the world, the duchess sometimes prefers to opt for pieces from small independent brands.
The duchess’ latest go-to jewellery designer? No, not a diamond encrusted brand worth millions, but a small, independent designer whose gold and silver pieces come in at under £100.
Not only that, but the Duchess of Cambridge’s new favourite jewellery brand is all crafted from recycled 18k gold vermeil.
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Founded by designer Hayley Jones, who started her company from her kitchen table in Caerphilly, South Wales, Spells of Love has quickly become one of the duchess’ favourite brand’s for public appearances and private occasions alike.
Her go-to pieces are a pair of gold angular ‘Alia’ hoop earrings which come in at £79, and a pair of smaller, twisted gold hoops, priced at £60.
Kate, 40, was also seen wearing the brand’s Double Strand Beaded Necklace in 2021.
Always one to make a subtle tribute to the hosting nation, the duchess first wore the Welsh designed and made ‘Alia’ earrings on an official visit to Barry island in August 2020.
From there, the duchess’ love for the Spells of Love pieces only strengthened, wearing the hoops another five times in 2020, including another trip to Cardiff at Christmas.
The duchess has worn the twisted gold hoops on numerous occasions too, opting for the smaller, subtler design on the royal tour of the Caribbean in early 2022.
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Jones has had to enlist the help of family and friends to complete orders as the pieces often sell out “within a day” once the duchess has worn them.
“Having the Duchess of Cambridge wear my jewellery has been so amazing,” founder Hayley Jones tells Yahoo UK. “The impact it has had on my business has been amazing – I have sold out within a day.”
“As a small business it has really helped put my company on the map,” she added. “I have received orders from countries I would never have expected to know about my brand.
“I’m so grateful and honoured to have the duchess wear my designs.”
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The jewellery brand’s responsibly handcrafted pieces fit in with the duchess’ move to be more sustainably conscious in recent years, only using recycled gold and plastic-free packaging.
“All our makers are registered members of the Responsible Jewellery Council and UN Global Compacts,” founder Hayley Jones tells Yahoo UK. “All precious and semi-precious stones used are ethically sourced and traceable.”
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The Duchess of Cambridge isn’t the only famous face to have picked up on the jewellery brand to know now. Model Kendall Jenner was also seen wearing the angular ‘Alia’ hoops to 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 be jumping on the Spells of Love bandwagon in no time at all.
Watch: William, Kate, Prince George and Princess Charlotte meet with the public in Cardiff