"Kate Effect" Blamed By Issa Label, The Company Behind Her Engagement Dress

Prince William and Kate Middleton announced their engagement in Nov. 2010 and since then. the two gained more attention than they should. It all especially goes to Kate's 12-carat sapphire ring and the dress that seems flawlessly made.

The phenomenal royal blue dressed is a creation from Issa label which was helmed by Daniella Helayel, a designer. Since the dress came into public, the company's phones were endlessly ringing. However, despite being fortunate, Helayel says in an interview with You magazine that is sent the brand underwater. The so-called "Kate effect" even turned the company into its demise in 2015.

According to People, despite the success it has with its celebrity patrons like Kylie Minogue, Madonna, and Elizabeth Harley, Issa was financially incapable in 2008 and 2009.
"Only the previous year the label was on the verge of  (the) financial crisis; it wasn't all rose-tinted glasses," Helayel said. "Issa was a niche brand, we had a loyal following but in 2008 and 2009 we were in serious financial trouble. When Kate wore that dress everything changed."

Unfortunately, it didn't change for the better since Issa faced a huge demand from customers after seeing Kate wore it on her engagement. In five minutes, the style went sold out and had received a thousand order after that. Helayel indirectly blamed Kate but she said that since they have no idea that the Duchess will wear it on that day, they have no time to prepare for it. Years after Kate has first worn it, the brand is still receiving large orders that their inventory can no longer handle. 

Although Issa's sales had doubled, the company wasn't able to cope with the large demands as they were not financially capable of producing many of it. Ultimately, the company collapsed, found a new CEO and with Helayel leaving in 2013, the brand completely shut off after two years.
"I left because I couldn't take any more," Helayel said. "I felt so stressed that my hair went white and started falling out. I was broken by the end of it. I had a great business, which I'd built up on my own over a decade. To watch it evaporate was heartbreaking."