On Thursday, March 14, 2024, Meghan Markle, known as the Duchess of Sussex, made a remarkable reentry into the world of social media with the launch of a new lifestyle brand, American Riviera Orchard.
This marks the first time Meghan has publicly engaged with social media since she, along with her husband Prince Harry, ceased posting on their @SussexRoyal Instagram page in 2020. This decision followed their resignation as working members of the British royal family. Within hours, the new account drew an impressive crowd, exceeding 200,000 followers.
Meghan unveiled the brand, which offers a variety of lifestyle goods, through a website and an Instagram page. Her inaugural Instagram Story captured Meghan, 42, participating in activities such as flower picking and cooking, all against the musical backdrop of Nancy Wilson’s “I Wish You Love.” The Instagram bio simply reads, “By Meghan, the Duchess of Sussex. Established 2024.”
The Instagram account, bearing the same name as the brand, presents a new logo with “Montecito” written beneath it. This signifies her family’s home in Montecito, California, where Meghan, Harry, and their two children have taken residence after leaving royal service.
A pending trademark application for American Riviera Orchard reveals plans to market a range of items, including tableware, drinkware, kitchen linens, and edible goods such as jellies, jams, marmalade, and spreads. The application also requests approval for the sale of cookbooks.
A waitlist signup for the brand offers updates on products, availability, and news, promising an interactive customer experience. This approach is reminiscent of Meghan’s previous lifestyle blog, The Tig, which was a platform for her to share her culinary and travel experiences and personal thoughts. The blog was active from 2014 to 2017, ending after Meghan’s engagement to Prince Harry.
Brand strategist, Hayley Knight, noted that while specifics about American Riviera Orchard’s offerings are limited, the high anticipation could prove beneficial. She suggested that the brand’s launch coinciding with Prince Harry’s appearance at the Diana Legacy Awards was a strategic move to generate interest.
Knight drew parallels between the potential of Meghan’s venture and successful celebrity-driven brands such as Goop and Poosh. She anticipates the brand will blend a casual look with high-end style, appealing to a discerning market. Although exact financial results are yet to be determined, Knight predicts swift success, particularly if the brand goes global.
Despite the potential for high earnings, Knight ruled out paid social media partnerships for Meghan but did not discount the possibility of profitable interviews or live sessions within the industry.
Meghan’s return to social media is a significant shift, as she had previously expressed a desire for distance herself from social media for her well-being, especially in response to online bullying during her pregnancies. Meghan has spoken about the challenges of interacting with social media while being a royal, including the protocol surrounding the release of personal images.
The timing of this new venture has drawn attention, as it coincides with Buckingham Palace facing scrutiny over a doctored photo of Princess Kate and her absence following surgery. The altered image that was distributed on Sunday, March 10 has fueled worldwide speculation and rumors about the Princess of Wales.
