Meghan Markle, the Duchess of Sussex, has made a striking return to social media with the launch of a new lifestyle brand, American Riviera Orchard, on Thursday, March 14, 2024.
The launch marks her first public foray into social media since the Duchess and her husband, Prince Harry, ceased updates on their @SussexRoyal Instagram page in 2020 after stepping back from their roles as working members of the British royal family. The new account rapidly attracted an audience, amassing over 200,000 followers in just a few hours.
The brand, which focuses on a range of lifestyle products, was introduced alongside a website and Instagram page. The Instagram bio succinctly states, “By Meghan, the Duchess of Sussex. Established 2024.” A captivating first Instagram Story featured Meghan, 42, engaging in activities such as picking flowers and cooking, all set to the backdrop of Nancy Wilson’s song, “I Wish You Love.”
Her Instagram account, named after the new brand, showcases a fresh logo with “Montecito” inscribed below, signifying the family’s residence in Montecito, California. This is where Meghan, Harry, and their two children have settled following their royal tenure.
A trademark application for American Riviera Orchard, still pending examination, shows plans to market various products, including tableware, drinkware, kitchen linens, and edible goods such as jellies, jams, marmalade, and spreads. The application also seeks approval for the sale of cookbooks.
Significantly, the brand’s waitlist signup offers potential customers updates on products, availability, and news, suggesting an interactive and engaging consumer experience reminiscent of The Tig, Meghan’s former lifestyle blog. Launched in 2014 and discontinued in 2017 following her engagement to Prince Harry, The Tig served as Meghan’s platform for sharing her culinary and travel discoveries and personal reflections. The blog’s inspiration came from Tignanello, a red wine, symbolizing Meghan’s broader appreciation for life’s finer aspects.
Brand strategist Hayley Knight notes that although specifics about American Riviera Orchard’s offerings remain sparse, the high anticipation could benefit the brand’s early days. She points out that the Duchess’s launch coinciding with Prince Harry’s Diana Legacy Awards appearance wasn’t coincidental, suggesting a strategic move to generate buzz.
Knight compares the venture’s potential to successful celebrity-driven brands like Goop and Poosh, implying the Duchess aims to join these elite ranks. She predicts that the brand will reflect a mix of homeliness and high-end style, appealing to a discerning market.
While the exact financial outcome is uncertain until products and prices are revealed, she foresees swift success, expecting significant earnings soon after launch, mainly if sales go global. Knight rules out paid social media partnerships for the Duchess but doesn’t dismiss possible lucrative interviews or live sessions within the industry.
This reintroduction to social media is a notable shift for Meghan, who had previously expressed a desire to maintain a distance from social media for her well-being, especially in light of her experiences with online bullying during her pregnancies. In various interviews, Meghan has articulated the challenges of navigating social media as a member of the royal family, including the protocol surrounding the release of personal photographs.
Online discussions have highlighted the timing of this new initiative amidst Buckingham Palace being under the microscope due to the doctored photo incident involving Princess Kate and her noticeable absence post-surgery. The altered image disseminated on Sunday has intensified the whirlwind of conjecture and rumors about the Princess of Wales on a worldwide scale.
