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KATE’S BUTTERFLY EFFECT: For her first night out in New York, the Duchess of Cambridge showed she is British at heart, opting for a black lace dress from Beulah London. Like their regal client, the company’s founders Natasha Rufus Isaacs and Lavinia Brennan have a message for the world. The pair started their company in 2011 after spending months working in the slums of Delhi where they were appalled by the effects of human trafficking and the sex trade. Once back in London, the duo launched what they describe as “an ethical fashion label with a transparent supply chain, focused on timeless and effortless elegance.”

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Isaacs (whose father is the Marquess of Reading and a close friend of Prince Charles) first palled around with the Duke of Cambridge when they were children. She was among the wellwishers at Will and Kate’s mega-wedding but, Isaacs, like Brennan were buttoned-up about the duchess on Monday, declining to comment. What is known is the black lace fit-and-flare Amara frock the duchess wore retails for $1,015 and requires a 10 to 12 week delivery period for pre-orders.

The name of their company refers to the term “Beulah,” which is symbolic of their philosophy, representing the journey of “each woman out of darkness and despair into a new life of hope and restoration.” Each Beulah London purchase helps support women through the Beulah Trust. In addition, the Beulah London canvas bag is made by victims of trafficking in India through a Kolkata-based project called Freeset. Beulah London founders refer to their philanthropic business efforts as a butterfly effect. The duchess looked ethereal and floaty when she first wore the brand in 2012, appearing in an off-white chiffon dress and headscarf for a visit to the As-Syakirin Mosque in Kuala Lumpur.

In New York, the duchess showed some American spirit Sunday night by wearing a bespoke plum coat from the U.S.-based Seraphine coat. Pleased as designer Cecil Reinaud must be about all the media attention, she too is not spilling any secrets. Her spokeswoman would only talk Monday about how it’s “such an exciting time for the brand.” Shoppers on her Web site indubitably must have a lot to say today.

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