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Royal Swaddle Wanted

August 4, 2013 by · Comments Off on Royal Swaddle Wanted 

Royal Swaddle Wanted, It took 45 seconds, but it was enough. Newborn Prince George, carried from the hospital to the royal car, appeared in a cotton swaddle with the tiny birds on it. Mums-to-be around the world wanted to know: Who are you wearing?

The answer shows what it is like when a small company gets swept into the maelstrom of attention that comes from touching the golden hem of the House of Windsor.

Once the photos of the swaddle hit the Internet, style bloggers and fashion writers identified the would-be king’s new clothes as being from New York-based aden + anais. Within four hours of George’s appearance, the website crashed. The next day, the site crashed again. In nine days, the company had 7,000 orders – a 600 percent increase in sales on that item.

The company never even issued a press release. Anyone who wanted to know the manufacturer simply had to type “royal swaddle” into Google, and up it came.

Raegan Moya-Jones, the chief executive of aden + anais, was about to start a meeting when a colleague brought in the picture. She couldn’t believe it.

“I thought it was photo-shopped,” she said.

The company is still digging out from under a pile of orders for the swaddle, part of the Jungle Jam pack of four that in Britain costs 44.95 pounds ($68).

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