July 29, 2016 03:00 PM

Pippa Middleton‘s jewelry box just gained a major addition in the form of a jaw-dropping diamond engagement ring, but another much-loved item worn frequently by the royal sibling is becoming a must-have jewelry accessory.

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The gold and diamond alphabet pendant from British jeweler, Annoushka, is loved by Pippa so much, she often buys it as gifts for friends.

And she’s in good company, as the piece has also been spotted gracing the d colletage of Rihanna, Jennifer Lopez, Kristen Stewart and Gigi Hadid, among others.

Pippa Middleton
Courtesy of Annoushka

“They are so easy to wear and look great worn alone or paired with other pieces,” jeweler Annoushka Ducas tells PEOPLE of the popular design, adding, “The combination of slightly textured gold and the rhodium I used on the diamonds have a slightly vintage feeling, which makes them feel like a little treasure.”

Gigi Hadid
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And the Middletons are often popping into the Annoushka boutique just off the King’s Road in London’s Chelsea neighbourhood to pick up little treasures. Pippa, who first frequented the store in 2011, is “very friendly and discreet,” says Ducas, while “Kate comes in, unannounced and is very down-to-earth.” Both Carole and Michael Middleton are also customers.

Courtesy of Annoushka

While Pippa loves some of the brand’s more contemporary pieces – like her sparkly dragonfly pendantPrincess Kate‘s jewelry style veers towards more classic pieces, such as her go-to classic baroque pearl earring drops, which have been worn endless times.

Princess Kate
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“I think they have their own take on a very similar style – modern, easy, effortless, it’s not very contrived and it’s very easy to relate to,” explains Ducas, who opened her first overseas concession at Saks Fifth Avenue in 2014.

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The 18ct yellow gold pendants boast 0.07 carats of silver diamonds and are set into black rhodium. At $575, they are fast becoming the brand’s bestseller and are often bought for christening gifts or by moms. “A lot of people collect the initials of their children, which is very sweet I think,” notes the designer.

And the Middletons aren’t the only customers of Ducas’ with royal connections – Princesses Beatrice and Eugenie are fans of the fine jewelry line, as are stylish newcomers to the royal scene, sisters Amelia and Marina Windsor.

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