November 16 was the 15-year anniversary of Kate Middleton ’s engagement to Prince William . It’s also a good moment to remember the debut of Kate’s super power: boosting sales of an item just by wearing it. The sapphire blue dress with a distinctive criss-crossing neckline she wore for the announcement, which matched the the late Princess Diana’s impressive engagement ring , sold out online within five minutes. Issa, a crowd-pleasing brand founded in 2001 by London-based Brazilian designer Daniella Helayel, was responsible for the dress. But what happened to the designer whose life changed in an instant?

Let’s start with the end of the story: Her brand did not survive success, and Helayel now serves as a strategy consultant for brands cultivating a dream and a desire to grow.

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