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Hong kong. in case you haven t heard, there will be a wedding here in london in eight days time. the bride to be is sporting an impressive ring as well. copies of that ring are in high demand. reporter: michael, thank you so much for being with us, ceo of the natural sapphire company. has the royal engagement helped your business in any way? in 2008, we were under tremendous pressure and financial problems were everywhere. now two short years later, it s a total reversal for us. reporter: was the hype then the same or is there more hype now? the demand was strong but i don t think the demand has ever been so strong for sapphires since the engagement of kate middleton. reporter: 1981 the ring was valued at $50,000. what is the value right now. the value of the ring that kate middleton wears on her hand is estimated at millions of ....