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Sam Faiers' other half Paul Knightley has released a brand new kids clothing range called My Little Darlin and made the announcement on his Instagram.
The dad-of-two, who enjoyed a spa day recently with Sam, took to the social media site to share a picture of his two children Paul, five, and Rosie, three, modelling the collection.
The 32 year old penned: "We are live! @mylittledarlin after months of hard work and many obstacles along the way, we are finally here! I hope you guys love my designs."
Sam, 30, was amongst one of the first to comment as she gushed: "So proud of you," with a red heart emoji.
However, fans weren't as forthcoming as many expressed concern over the price range and said they wouldn't be able to afford it.
One follower expressed: "Beautiful designs. Unfortunately I can't afford that for just one pair of PJ's."
Another Instagram user said: "Gorgeous but the price is absolutely ridiculous! £30 for one set of pyjamas? What if you have 2-3 children that's £90 for pyjamas."
A third added: "Absolutely love these pyjamas. Designs are gorgeous. Although price is maybe for people who are slightly wealthier than others. Congratulations on the launch though."
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While a fourth wrote: "Stupid prices! £26 for a baby grow…. i'll be sticking with Billies range at asda thanks."
The criticism comes as Paul and Sam sparked rumours they are engaged after fans spotted a ring on her finger during a spa trip.
The former TOWIE star took to her Instagram to share snaps and tell her fans that it was the first time the pair had spent any quality time alone without the kids in seven months.
She wrote: "We both enjoyed a very relaxing day at the spa today (finally some alone time, it’s only been 7 months) A little early bday surprise for Paul #iloveyou #spaday #relax,"
But eagle-eyed fans noticed a sparkler on Sam's hand and took to the comments section to share their speculations.
Someone expressed: "Omg are you engaged!!!! I see a ring," while another echoed: "I see a ring".
The couple first got together in 2014 and just months later they announced they were expecting their first child together.
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