A Birmingham-based knitwear entrepreneur has revealed how a single appearance by Claudia Winkleman on the hit BBC show The Traitors generated an astonishing £60,000 in sales for her small business.
The Moment That Changed Everything
Lauren Aston, the 35-year-old founder of Lauren Aston Designs, described the windfall as "beyond anything" she could have imagined. The pivotal moment came when Claudia Winkleman, the show's presenter, wore Lauren's forest green 'roll up knit down' jumper during the 2024 series.
"We hit the jackpot with Claudia," Lauren explained. Her team had sent samples to Winkleman's stylist, Sinead McKeefry, but didn't know which episode would feature their design. The revelation came when McKeefry posted the "look of the day" on social media, tagging Lauren's business.
"We all tuned in and the group chat was wild," Lauren recalled. "She came into breakfast wearing it and we all just died. We all sent pictures of our televisions with Claudia on them."
The Sales Surge and 'The Claudia Effect'
The impact was immediate and dramatic. Typically, Lauren's business sells only 12-15 commissioned jumpers annually, priced between £250 and £300. However, in the 24 hours following the episode's airing, they doubled their annual commission rate.
Over the following months, the company sold approximately 100 commissioned jumpers. This surge, dubbed 'The Claudia Effect', resulted in a remarkable £60,000 turnover during January and February alone.
The demand was so intense that suppliers struggled to dye and spin yarn fast enough to fulfil orders. Lauren noted that the jumper has remained their best-selling product since its television debut on 24th January 2024.
Perfect Timing for Maternity Leave
The financial boost came at a crucial time for Lauren, who was about to begin maternity leave. She credited the sales explosion with easing both financial pressures and mental health concerns about taking time away from her business.
"Having The Claudia Effect just before I went enabled me, on a personal level, to have the time off that I needed," Lauren said. Her planned three-month leave extended to a year due to mental health considerations, made possible by the business's strengthened position.
"It took so much pressure off me as a business owner," she added. "It was phenomenal."
The success story continues, with a resurgence in demand for the pattern following The Celebrity Traitors and viral social media attention. Lauren remains hopeful about creating future designs for the television presenter.
