When the world gushes over Prince George and his cute ensembles, odds are he’s wearing at least one item from Amaia Kids – from the darling navy cardigan he wore to meet his new sister, Princess Charlotte, to his many pairs of knee-high socks. Each item he wears sells out within hours, making him the best walking advertisement the brand could possibly ask for.
The classic and traditional childrenswear store, which also has a boutique in Marylebone, has long been a favourite with George’s mom the Duchess of Cambridge, née Kate Middleton.
In fact, Kate’s loyalty to the brand started when George was just a few weeks old. Speaking exclusively to HELLO! Online’s sister publication HOLA!, designer Amaia Arrieta recalls her first meeting with the Duchess.
“The first time she came into the shop she was with her mother [Carole Middleton] ,” Amaia, who is one half of the business with fellow mum Ségolène Tresca, told HOLA!. “It was quite funny because she said, ‘I’ve just had a baby and I’m a little lost. Would you be able to help me?’
“Of course we knew who she was! It surprised us to see how normal and natural she was. We helped her like any new mum and I think she liked that because she’s been coming back ever since.
“She usually comes alone and although we show her everything we have in the size she needs, she usually knows what she wants. She’s very decisive but she does let us make suggestions, and sometimes she buys things she wouldn’t have picked up. She’s very charming, very normal and very sweet.
“Her sister [Pippa Middleton] and her mum have also been back a few times to buy things for their nephew and niece and grandson, but at separate times.”
The last time Kate paid a visit to Amaia Kids was when she was heavily pregnant with Princess Charlotte. “Three weeks before the princess was born, she came in and bought three cardigans, three shirts, two pairs of shorts and long socks,” said Amaia.
The Spanish businesswoman currently lives in London with her Parisian husband and three children. Her brand came to life when Amaia was pregnant with her first baby, and she struggled to find traditional childrenswear with a modern touch in the UK, as she could in Spain.
The first Amaia Kids store soon opened in Chelsea, followed by another in Marylebone.
Apart from the Duchess, Amaia counts Victoria Beckham, Kate Hudson, Sienna Miller and Claudia Schiffer among her A-lister clientele.