Merci Maman receives royal seal of approval

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Duchess wears brand’s £89 necklace, causing major increase in orders.

Personalised jewellery brand Merci Maman is considering a move into wholesale having won increased brand exposure after the Duchess of Cambridge wore one of its engraved charm necklaces.

The Duchess was photographed wearing the £89 three charm gold vermeil necklace, thought to be a present from her sister Pippa Middleton, engraved with the full name of baby Prince George, with a separate W engraved on a smaller charm for William.

The company, which has been established seven years, currently sells through its own online presence and Not on the High Street. Its founders Beatrice and Arnaud De Montille told Professional Jeweller they were happy, honoured and humbled by the Duchess of Cambridge wearing the necklace.

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"Seeing Kate wearing our necklace with the name of the future king is an honour. Anecdotally, we almost missed it. The picture was taken in October 2013 posted on a blog following the Duchess but we were only made aware of this blog and the picture two weeks ago by a friend," said Arnaud De Montille.

Since the Duchess of Cambridge was photographed wearing the necklace, Merci Maman says it has recorded a significant increase in traffic to its website and orders placed for the style of necklace. "What surprised us was the global reach of the news. It very quickly spread all over the world," De Montille added.

The London-based company is now planning to develop the product line by creating necklaces that are targeted at all women, not just mothers, with the possibility of having mottos engraved or clovers added as a charm instead of the little boy or girl charms that currently form part of the necklace.

De Montille said: "We are working on many projects to develop the brand. Following Kate’s story we have an increased PR visibility, which should help us in this development. One of our key initiatives in the coming month is a dedicated range of engraved charm bracelets for shops and trade buyers."
 

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