Meghan Markle, known as the Duchess of Sussex, has returned to social media with the introduction of a new lifestyle brand, American Riviera Orchard, on Thursday, March 14, 2024. This marks her first large-scale public interaction with social media since she and her husband, Prince Harry, ceased updates on their @SussexRoyal Instagram page in 2020. The new venture quickly amassed a sizable audience, attracting over 200,000 followers within hours.
The brand, centered around lifestyle products, was unveiled alongside a website and Instagram page. The Instagram bio reads, “By Meghan, the Duchess of Sussex. Established 2024.” The initial Instagram Story featured Meghan, aged 42, engaging in various activities like flower picking and cooking, set against Nancy Wilson’s song, “I Wish You Love.”
The Instagram account, bearing the brand’s name, sports a new logo with “Montecito” mentioned underneath, signifying the family’s residence in Montecito, California. Meghan, Harry, and their two children have established their home there after leaving their royal duties.
A pending trademark application for American Riviera Orchard reveals plans to market a variety of products, such as tableware, drinkware, kitchen linens, and edible goods like jellies, jams, marmalade, and spreads. It also seeks approval for the sale of cookbooks.
Notably, the brand’s waitlist signup provides prospective customers with updates on products, availability, and news. This points towards an interactive customer experience reminiscent of The Tig, Meghan’s erstwhile lifestyle blog. Launched in 2014 and discontinued in 2017 following her engagement to Prince Harry, The Tig was Meghan’s platform for sharing her culinary and travel experiences and personal musings. The blog derived its name from Tignanello, a red wine, symbolizing Meghan’s appreciation for life’s finer aspects.
Brand strategist Hayley Knight notes that despite sparse details about American Riviera Orchard’s offerings, the high anticipation may prove beneficial in the brand’s initial days. She believes that the Duchess’s launch coinciding with Prince Harry’s appearance at the Diana Legacy Awards wasn’t random and could generate buzz.
Knight likens the venture’s potential to successful celebrity-driven brands like Goop and Poosh, suggesting that the Duchess aims to join these top ranks. She anticipates that the brand will marry a casual look with high-end style, targeting a discerning market. While the exact financial impact remains uncertain until products and prices are unveiled, Knight predicts swift success and substantial earnings soon after the launch, especially if sales expand globally. She rules out paid social media partnerships for the Duchess but doesn’t exclude potential lucrative interviews or live sessions within the industry.
This reentry into social media marks a considerable shift for Meghan, who had previously voiced a desire to keep a certain distance from social media for her mental health, particularly due to online bullying during her pregnancies. Meghan has openly discussed the challenges of navigating social media as a member of the royal family in several interviews, including the protocol concerning the release of personal photographs.
The timing of this new venture is noteworthy given the current scrutiny on Buckingham Palace following a doctored photo incident involving Princess Kate and her notable absence post-surgery. The manipulated image that was disseminated on Sunday has sparked a global flurry of speculation and rumors about the Princess of Wales.
