Irish designer Orla Kiely is now an undisputed favourite with the fashionable Middleton sisters, Pippa and her sister Kate, the duchess of Cambridge.
Pippa yesterday stepped out in an Orla Kiely outfit for the second time in three weeks. The 28-year-old tennis fan arrived at Wimbledon wearing a cotton and silk dress with matching macrame jacket -- both reduced by 50pc on the Kiely website -- and her outfit sent royal fashion watchers racing to the internet.
However there was bad news as the very classic, demure white-and-blue macrame jacket with three-quarter-length sleeves, white trims and buttons was already sold out, having been reduced from £265 (€330) to £132.50 (€165.20).
Arriving with her brother James to see the four-time Wimbledon champion Serena Williams beat Hungary's Melinda Czink, curious tennis fans strained their necks to see the world's most famous bridesmaid making her debut in the royal box.
When she slipped off her jacket, Pippa revealed she was doubling up on Orla Kiely and wore one of her dresses featuring a decorative cross-stitch cotton bodice.
However the loose-fitting silk skirt in ink blue did not reveal the contours of Pippa's famous bum which became an internet sensation and generated its own tribute website after Kate's marriage to the UK's Prince William in April 2011.
Bloggers reacted with speed and by teatime, the cotton and silk dress, reduced from £290 (€361) to £145 (€180), was only available in size 14. Pippa accessorised with safe, patent wedge slingbacks, Givenchy sunglasses and a white quilted Ermanno Scervino gold chain handle handbag which sells for £1,560 (€1,945) in Sloane Street.
Dublin-born Orla Kiely and her husband Dermott Rowan are only too well aware of the Middleton sisters' effect on their business.
Ms Kiely, who owns 100pc of her company with her husband, said: "When Kate wears one of your designs you get a boost. The phone was ringing off the hook."