Cecile Reinard, founder and managing director of the British maternity line Seraphine, may not be familiar to a lot of people but you’ll definitely know her clients. Seraphine has been styling well-known stars and personalities such as Gwen Stefani, Carrie Underwood, Jessica Alba and Kate Winslet. But the client who has become a game-changer for the brand is Kate Middleton.

The maternity style of Middleton (aka the Duchess of Cambridge) during her two pregnancies has always been considered chic. When E!News interviewed Reinard in April, she mentioned that the “Kate Effect” helped quadruple the brand’s profits, increased its global presence and made the Seraphine line a household name in America.

Reinard also coined the phrase the “Kate Effect” when she noticed that if Kate Middleton is photographed wearing a Seraphine item, then it almost immediately sells out.  In an article posted by Fortune on Wednesday, she mentioned that celebrities have made being pregnant fashionable. “They changed the perception that you are big and you should just hide,” Reinard said. In fact, she recognizes that celebrity trend-setters often boost the brand’s profile through social media by posting their Seraphine photos. This helps to reassure potential customers about the brand’s quality given that 60 percent of the company’s sales are online.

Seraphine is currently expanding its presence in the U.S. It already has one store in New York City, and will soon open a second. In the next three years, Reinaud said, the company plans to have 10 American locations. Seraphine products are also available in stores like Nordstrom and A Pea in the Pod.

Meanwhile, it seems that the “Kate Effect” is still stronger than ever. More than two weeks after giving birth, Middleton’s maternity dresses are flying off the shelves, News.com reported. 

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