Prince Carl Philip of Sweden would attract plenty of attention even without his title. Being the dynamic, self-assured and energetic man that he is, the royal has seen the design business he launched in 2012 - under the professional name Carl Philip Bernadotte - continue to thrive.
In fact, life couldn't be any sweeter for the 36-year-old son of King Carl Gustaf and Queen Silvia, who also just celebrated the arrival of his first child with wife Princess Sofia, 31, on April 19.
Becoming a father has undoubtedly given the Prince even more impetus to expand the work of Bernadotte & Kylberg, his eponymous firm with partner Oscar Kylberg, whom he met at the well-known Forsbergs college in Stockholm where he studied graphic design.
Their collaboration came about after the dashing royal also spent a year at the Rhode Island School of Design in the US where, entering under a pseudonym, he won a competition to create a logo for the lighthouse at Martha's Vineyard.
The partners are so in tune creatively that they describe themselves as "one person with four eyes," according to German paper Frankfurter Allgemeine. Priding themselves on offering innovation and quality, the duo produce stylish down jackets, home furnishings and glassware, often inspired by the picturesque archipelago of their home city Stockholm and the ever-changing colours of the Baltic sea.
"We both grew up by the sea," says the Prince, whose wedding celebrations with Sofia in 2015 featured a fairytale carriage ride around the magnificent harbour. "We love the sea and water sports. We are excited that the sea never looks the same, it is constantly changing."
The prince's other inspiration is his great-uncle Sigvard Bernadotte, a respected industrial designer who gave the world the Red Clara can opener, the EKA Swede 38 folding knife and the Bernadotte jug. The most iconic of his designs was the Margrethe mixing bowl, which to this day sits in homes across Europe and is named for his niece, who went on to become the Queen of Denmark.
Bernadotte & Kylberg's own biggest success story has been a line of towels, bedspreads, pillows and carpets now sold in Ahlens, one of Sweden’s biggest department stores. Another coup is an award-winning collection of hand-finished aluminium and enamel bowls and vases, called Stockholm, which was a collaboration with Danish manufacturer Stelton. Meanwhile, their elegant wine glasses were featured in Forbes magazine's lifestyle section.
Despite his royal heritage, Carl Philip has been careful not to capitalize on his name. No information about his business activities appears on the palace website, nor is there any clue about his royal status in the company's promotional material.
Showing the courage of his convictions, the King's son is determined to plough his own furrow, just as he did in courting former reality TV star Sofia, despite media comments suggesting that she might not make a suitable royal bride. Time has proved him right, with the pretty brunette now recognised as a jewel in the Swedish crown and popular with the public for bringing such obvious happiness to their prince.
No one will be prouder of Bernadotte & Kylberg’s success than Carl Philip's wife, who describes him as "my best friend", adding: "He is the person I talk to the most. He's so smart and I feel so secure with him."
Ahead of their wedding he returned the compliment, saying: "I feel extremely confident, stable and balanced when Sofia is by my side."