Paul Bolton, the managing director of a Leicestershire-based company that makes shoes that Prince George was photographed wearing during a tour of New Zealand says it was "incredible" when he saw it on television.
The Royal Baby, Prince George, has been photographed during two appearances on a tour of New Zealand wearing shoes made in the Midlands.
Since the appearances, the company, based in Oadby in Leicestershire, have been struggling to keep up with global demand.
Villa fans have spoken of their delight at learning Prince William plans to bring his young son up to support the Midland club.
Supporters heading to today's home game against Everton told ITV News Central that they think it will be good for the club - with one even claiming it made Aston Villa the official club of the UK.
Prince William's ambition to persuade his son George to follow Aston Villa could see the future King join a powerful set of supporters of the Midlands team.
Emma Beardmore designed the new Prince George Christening collection for Royal Crown Derby, she explained to our reporter Peter Bearne how she reached the final products.
A collection of fine bone china produced to mark the christening of Prince George next Wednesday has been manufactured in Derby. It is hoped that the new pieces will boost sales at the ceramic firm.
A collection of Royal Crown Derby commemorative products, released to celebrate the christening of Prince George next week, includes many limited edition items.
The range, with some pieces produced just 500 times, includes a fluted dessert plate, loving cups, a five-petal tray, a christening mug, a jack-in-a-box, a steam engine, a sailing boat and a carousel money box.
A collection of commemorative pieces produced by Royal Crown Derby to mark the christening of Prince George at St James’s Palace next Wednesday went on sale today.
The special collection is available through the fine bone china manufacturer's website and prices range from the cheapest item at £65, up to the most expensive item priced at £145.