While most were happy with the engagement of now Princess Kate Middleton to Prince William, some were ruined by it. Fashion label Issa closed down when they were unable to keep up with the requests for the Duchess of Cambridge's blue engagement dress.

In what is called the "Kate Effect," Issa owner Daniella Helayel shared that her brand completely closed in 2015. Her fashion label was completely unknown before it was known that Princess Kate Middleton wore one of their dresses during her engagement to Prince William.

Cosmopolitan reports that Issa was going downhill prior to the 2010 engagement announcement. However, when the blue dress sold out because of Princess Kate Middleton, they were unable to keep up with the cost of the production and were unable to loan from a bank. Daniella Helayel asked for Camilla Al-Fayed for help but the company did not go in the way that they hoped.

Daniella Helayel adds that she had no prior knowledge that Princess Kate Middleton was going to wear their best-selling blue dress and was ill-prepared for the storm of orders. The former Issa designer took a two-year hiatus and is now back in the scene with a new fashion label and a new collection.

Mail Online reports that Daniella Helayel has launched Dhela and has teased her new spring/summer line. Her new fashion line Dhela is inspired from her own name and includes clothes with some likeness from the former Issa label including draped dresses she is known for.

Daniella Helayel recounts that it wasn't only Princess Kate Middleton who had the taste for Issa clothes. She adds that Hollywood celebrities like Madonna and her team, Scarlett Johansson, Jeniffer Lopez, Keira Knightley and Kylie Minogue were fans too.

Do you think Dhela will receive the "Kate Effect" once Princess Kate Middleton starts patronizing the clothes like she did with Issa? Tell us your thoughts below.

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