But how did Kate find Issa? It was the brand of the moment, the favorite of countless celebrities. Helayel had studied at the Fashion Institute of Technology in New York but decided to move to London in 2000. Her dream was to become a designer, and she jumped into the fray, quickly making a name for herself. Before hitting the runway, she presented her collections in places frequented by high society. Model Jasmine Guinness went to a party after an Alexander McQueen show in an Issa dress even, effectively launching the label into the world of nightlife, populated by models, aristocrats, and it girls.
What was striking about Issa were its vibrant, intense colors and lively prints. Madonna was a loyal customer, and Jennifer Lopez, Kylie Minogue, and Elizabeth Hurley were also on the list. “I started designing clothes that made women feel sexy and confident: clothes that could be worn seamlessly from day to night, that looked good and lasted,” Daniella Helayel said. The prices also weren’t crazy—the wrap dress retailed around 500-600 British pounds.
Kate was seen wearing Issa several times in the years leading up to the wedding, but no outfit aroused an uproar comparable to that stirred by the sapphire dress. The soon-to-be royal had saved the brand; despite its popularity, Helayel was one step away from closing the business between 2008 and 2009. Everything changed on November 16, 2010; after the sapphire dress, Issa was no longer a niche brand.
But its success backfired, and the company was unable to handle the amount of orders spurred by Kate wearing its clothes. It did not have enough money to produce on a large scale, so Issa opened up to an outside investor: Camilla Al-Fayed, who acquired 51% of the company in July 2011. She and Helayel had been friends for many years, and the Al-Fayed family had just sold Harrods—meaning Helayel’s new partner knew business and fashion.
