Prime Minister Jacinda Ardern has catapulted a small New Zealand business into the limelight after she wore its jewellery to public engagements.

Sales for Cathy Pope Jewellery have increased since Ardern began wearing its necklaces and rings late last year.

Designer and business owner Cathy Pope said two or three people contacted her about it each week, on average, and this Christmas had been her busiest yet - with sales 30 per cent higher than normal.

Pope made contact with Ardern through social media and gifted her with a selection of her jewellery in September.

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"When she became leader of the Labour party I contacted her on Instagram and sent her a little message saying I thought she was fabulous and would she be interested in wearing my jewellery," said Pope.

"She said: 'I've been a big fan of your jewellery for a really long time. I'd be honoured to wear it'."

Pope gave the PM a gold-plated hexagon necklace, ring and earrings set and one of her popular "smokey quartz" chunky chokers, which she said the Prime Minister later paid for in line with parliamentary protocol.

Pope said she had received positive feedback since Ardern began wearing her jewellery.

"Lots of people are excited for me that she is supporting a small New Zealand business, a New Zealand designer, and not necessarily wearing the big names," she said.

"To me, it's about having a strong, empowered, independent woman wearing my jewellery, which is really the brand ambassador I want."

Earlier this month Ardern was spotted shopping at West Auckland maternity store 3 Bears Maternity. Store owner Katrena Drum told the Herald she was thrilled when her press secretary contacted her about a potential shopping visit.

Ardern has been vocal about wanting to support local New Zealand businesses.

Prime Minister Jacinda Ardern openly supporting local retailers is fantastic to see and great for the economy.

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Business Mentors NZ managing director Lisa Ford said it was great to see the Prime Minister getting behind local companies.

A screenshot of the onyx gold ring Jacinda Ardern wears by Cathy Pope. Photo / Screenshot
A screenshot of the onyx gold ring Jacinda Ardern wears by Cathy Pope. Photo / Screenshot

"They might not be listed on the NZX, but small businesses are the backbone of the New Zealand economy," Ford said.

"They're significant and incredibly important and by supporting small businesses, just like our Prime Minister has done, we're helping ensure money stays in the country, and potentially helping business owners put food on the table and their kids through school."

Ford said product endorsement had been a boon for businesses for years but was now more important due to visibility and accessibility provided by social media.

"Prime Minister Jacinda Ardern openly supporting local retailers is fantastic to see and great for the economy," she said.

"I hope to see more of our politicians and public figures doing the same."