Sophie McGown, founder of EARSASS, has revealed how the Princess of Wales's support led to a surge in sales, raising £15,000 for mental health charity BraveMind. The boost came after Kate wore the Issy star earrings, designed in memory of Sophie's niece Issy, who died by suicide at age 17.
The earrings were created as a tribute to Issy, with £5 from each pair donated to BraveMind. After Kate wore them during a visit to Birmingham on World Mental Health Day 2023, sales skyrocketed, allowing the small business to raise the substantial sum.
Sophie told FEMAIL: 'My team member, Jaz and I were just like a little factory with all these orders coming in. I still can't believe that we got through all that, but we did. It was phenomenal.' She added that Issy's mother and friends helped pack orders, keeping Issy's legacy alive.
The connection began in May 2023 when Kate visited Maidenhead Rugby Club, where Issy played and coached. Kate met Issy's mother, Sarah Renton, who presented her with the earrings. The royal was visibly moved and hugged Sarah. The 'Kate Effect' has previously been estimated to boost public spending by £1 billion, and this example shows her influence continues.
Sophie is now rebranding EARSASS to focus on mental health awareness. Issy struggled with depression, particularly during lockdown, and her family hopes the campaign will help others.
