The Duchess of Sussex, Meghan Markle, returned to the social media scene with the debut of her new lifestyle brand, American Riviera Orchard, on March 14, 2024.
This is Meghan’s first significant social media activity since 2020 when she and Prince Harry stopped posting on their @SussexRoyal Instagram account due to their decision to step away from their working roles within the British royal family. The new brand’s Instagram account rapidly garnered attention, accumulating over 200,000 followers within a few hours of its launch.
American Riviera Orchard, the lifestyle brand, was unveiled along with a website and Instagram page. The Instagram bio simply reads, “By Meghan, the Duchess of Sussex. Established 2024.” The first Instagram Story presented Meghan, 42, participating in activities like flower-picking and cooking, set to Nancy Wilson’s song, “I Wish You Love.”
The Instagram account, named after the new brand, features a new logo with “Montecito” inscribed beneath it, indicating the family’s residence in Montecito, California. This is where Meghan, Harry, and their two children have settled after their royal life.
An application for a trademark for American Riviera Orchard is under examination. It reveals plans to sell a variety of products, including tableware, drinkware, kitchen linens, and food items like jellies, jams, marmalade, and spreads. The application also seeks approval for the sale of cookbooks.
Importantly, the brand’s waitlist signup offers customers updates on products, availability, and news, hinting at an interactive customer experience similar to The Tig, Meghan’s former lifestyle blog. The Tig, which ran from 2014 to 2017, served as Meghan’s platform for sharing her food, travel, and personal reflections, and drew inspiration from Tignanello, a red wine.
According to brand strategist Hayley Knight, while specifics about American Riviera Orchard’s product line remain unclear, the high level of anticipation could aid the brand in its initial phase. She suggests that the timing of the brand’s launch, coinciding with Prince Harry’s attendance at the Diana Legacy Awards, might have been a strategic move to generate buzz.
Knight likens the potential of the venture to successful celebrity-led brands such as Goop and Poosh. She predicts that the brand would integrate elements of homeliness with high-end style, appealing to a discerning market. While the exact financial implications are uncertain until the products and their prices are disclosed, she expects the brand to achieve success swiftly, especially if it expands globally.
Meghan’s re-entry into social media is noteworthy as she had previously stated her intention to keep a safe distance from social media platforms due to their effect on her emotional well-being, particularly given her experiences with online harassment during her pregnancies. In various interviews, Meghan discussed the challenges she faced while using social media as a member of the royal family.
The timing of this new venture has led to online discussions, particularly as Buckingham Palace is currently under scrutiny due to an incident involving a doctored photograph of Princess Kate and her absence following a surgical procedure. The release of the manipulated photo has escalated global speculation and rumors about the Princess of Wales.