White was at Sam and Billie Faires’ boutique ‘Minnies’ to deliver the new True Love Pendants he had made for them, when the photo was taken and shared on Twitter by Sam.
The website was inundated with people browsing and shopping the collection online and as a result it crashed for over three hours.
White said of the incident: “It shows you the power of social media and how important it is in today’s business world. It was only a picture – there were no links to my website – but people wanted to view and buy the True Love necklace Billie and Sam were wearing.”
Thanks to the photo, the brand made more online sales in a single day than ever before, despite the three hour crash, and it has now moved to a more powerful server to handle the higher levels of traffic on the website.