As soon as Kate Middleton is spotted sporting something, no matter how small, it's only a matter of time before a shopping frenzy ensues. And her latest choice of necklace is no exception.
Back in October the Duchess stepped out wearing a gold charm necklace bearing the name of her baby boy George Alexander Louis, a 'W' engraved charm, presumably in tribute to the Duke, and a little boy shaped charm.
Where did Kate get it from? It's now been tracked down at affordable online boutique, Merci Maman.
Dubbed the 'Duchess' in honour of K-Middy, the gold necklace cost a modest £89.
We know Kate is a huge fan of affordable fashion, but this time we have her sister Pippa to thank for the purse-friendly jewellery idea.
Pippa is a regular shopper at the boutique and owner Beatrice de Montille sent her the necklace last year hoping she'd give it as a gift to new mum Kate.
Beatrice explained to PEOPLE Magazine: "We had no news after the birth. We didn't know if [the duchess] was wearing it or not. Then we came across a blog recently showing a picture of her back in October, shopping in Zara, and she was wearing our necklace!"
Once the charm necklace was identified as being from the boutique, the 'Kate Effect' ensued with a huge volume of orders to the site.
"We created this for her and now we are selling the exact same necklace to everyone," Beatrice said. "I couldn't think of a better ambassador. She is very chic."
That she is. Check out more of Kate's style moments below.