Prince George gives the royal seal of approval to Norwich shoes

After Prince George was pictured in a pair of Star-Rite shoes(pictured) at the weekend interest for the Norwich firm has been huge.Picture by SIMON FINLAY. (Image: Archant Norfolk.)

So naturally it could only be the Norwich shoemaker Start-rite chosen for Prince George's early pair of walkers.

And despite the Christmas photograph of the adorable 16-month-old donning the navy pair being released only on Sunday, it appears the Prince George effect has already taken hold.

Start-rite, which is steeped in more than 220 years of Norwich history, has sold 10 times as many pairs of the 'Jo, Navy Blue Leather Boys Buckle First Walking Shoes' - which were designed in Norwich in 1998 - than the week before.

Suppliers from around the world have been contacting the headquarters on Broadland Business Park to send them more of the £36 pair after the royal seal of approval.

Company chairman Peter Lamble, 53, said the endorsement by Prince George - or more likely his parents, the Duke and Duchess of Cambridge - continues a long-line of Windsor family customers.

'We are delighted that the Duke and Duchess have selected Start-rite shoes,' he said. 'It's a great morale boost for the staff here in Norwich, and of course there is a commercial opportunity which could come from it as well. For someone as busy as the Duchess is, it's fantastic how import she thinks it is to take the time to get children's shoes fitted.'

Although Start-rite shoes are not made in Norwich, they continue the tradition of being designed there.

The charming series of photographs of the young prince, the first official pictures since his first birthday in July, were taken in a courtyard at Kensington Palace and were released by the Duke and Duchess of Cambridge. It is estimated children of the Royal Family have been fitted with more than 1,500 pairs of Start-rite shoes.

Do you have a Norwich story? Email rosa.mcmahon@archant.co.uk