SUSSEX STRUGGLE
Meghan Markle faces a ‘tightrope’ with American Riviera Orchard as brand strategist reveals new major ‘challenge’
We shared what Meghan could sell on her new website
MEGHAN Markle’s new lifestyle brand American Riviera Orchard is set to launch soon, but there could be some “challenges” to its success, claims a brand strategist.
Brand strategist Lucie Green believes Meghan will have to decide whether to make her products expensive or accessible, and she’ll have to be careful about any royal references.
6
6
6
So far the launch of the brand has been teased by Meghan sending branded jams to 50 close friends and some influencers, including Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
Speaking to Fabulous, Lucie shared: “Positioning will be a tightrope, whether to go very high-end and exclusive or make the brand more accessible.
“How much she (even obliquely) makes royal references will always draw criticism but dialling that up will likely be appealing to many US audiences, just as Aerin Lauder and Martha Stewart make upper-class references in their brands but have wide audiences.”
Currently, the American Riviera Orchard website says "by Meghan, The Duchess of Sussex", referencing her title.
The brand strategist claims Meghan may also struggle if she claims the products are all made in the “American Riviera” - the nickname given to the swanky Montecito area where Meghan and Harry live.
Lucie explained: “If the story of the brand is literally about being grown and sourced on the American Riviera, scale could be a challenge — there's only so many strawberries you can grow in one place.
“And it seems like the philosophy is very tightly connected to sourcing in the Californian orchards and farms.
“As the brand grows, and if she wants a mass audience she might need to think about how she communicates how and where this produce is grown.”
Most read in Royals
PRICE CHALLENGES
Lucie advised that Meghan could keep American Riviera Orchard an “exclusive lifestyle brand” and compared it to the luxury Flamingo Estate company, which “services Hollywood celebrities and rich and rarefied alike with homegrown produce.”
However, she added: “I think there's a middle road though - a bit like Daylesford Organic here in the UK which is very tied to production in Gloucestershire and its farm, focuses on organic and seasonal produce, but has still managed to be stocked in stores across the country and reach and impressive volume of business while still feeling luxurious and authentic.”
Meghan Markle will sell makeup, dog shampoo & yoga mats at American Riviera Orchard brand as new 'Shop Sussex' revealed
Meghan announced she was launching American Riviera Orchard in March, and teased it on Instagram.
MEG'S PRODUCTS
According to a report from Page Six, Meghan's company will focus on home, garden, food, and general lifestyle content.
If the story of the brand is literally about being grown and sourced on the American Riviera, scale could be a challenge — there's only so many strawberries you can grow in one place
Lucie Green
The brand will reportedly sell home goods, such as cookbooks, food and kitchenware.
A trademark application for 'American Riviera Orchard' showed Meghan could sell cutlery, decanters, legume-based spreads and even napkin rings.
What is Meghan Markle’s new business?
Meghan Markle has launched a new Instagram brand called American Riviera Orchard.
Industry insiders said the site will focus on home, food, garden and lifestyle goods.
A source told the Mail: "It’s a lifestyle and cooking brand called American Riviera Orchard.
"The brand is meant to coincide with the launch of a new cookery show for Netflix.
"Meghan will be making, and selling, products such as jams. And at some point there will be a book and blog etc."
One source said: "She's been working on this for over a year and it's all the things that are close to her heart — all the things she's passionate about."
Many royal fans have posted their enthusiasm for the launch on social media, with one saying: "So excited for these lovely heavenly jams from American Riviera Orchard, a wellness brand I will subscribe to!"
As the brand grows, and if she wants a mass audience she might need to think about how she communicates how and where this produce is grown
Lucie Green
Another added: "The more things they add to the list of potential products for American Riviera Orchard, the more excited I get. I'll buy everything there."
Currently the Instagram page has 617,000 followers, despite the page only having nine images showing the beautiful logo.
This follows Meghan, 42, closing her former lifestyle page, The Tig, in April 2017, shortly after she started dating Prince Harry.
NEW SHOW
We recently shared how the Duchess of Sussex is set to launch a new series on "cooking, gardening and friendship".
She and Harry have two untitled non-fiction projects in production.
The shows form part of the "creative partnership" Archewell Productions signed with the streaming giant in 2020.
How much she (even obliquely) makes royal references will always draw criticism but dialling that up will likely be appealing to many US audiences, just as Aerin Lauder and Martha Stewart make upper-class references in their brands but have wide audiences
Lucie Green
The first series will focus on Meghan and explore "the joys of cooking, gardening, entertaining, and friendship", according to Deadline.
The second series will follow the couple's love of professional polo.
Primarily shot at the US Open Polo Championship in Wellington, Florida, the project will be produced by Boardwalk Pictures.
Read more on the Scottish Sun
Prince Harry, 39, is known as a keen polo player.
The couple launched their documentary Harry and Meghan in 2022, offering an insight into their relationship.
What Will Meghan Markle’s Lifestyle Brand Sell?
Her upcoming lifestyle project, American Riviera Orchard, has listed a full range of products on the trademark. Here's a peek of what could come:
Fragrance sachets
Lavender Sachets
Non-medicated skin care preparations
Bath and shower gels and salts…non-mediated hair preparations
Bath soap
Bar soap
Non-medicated hand soaps
Body creams
Bath oil
Body lotions
Cosmetics [and] Body Oil.
Scented oils
Air fragrance reed diffusers
Fragrances
Room fragrances
Incense
Non-medicated, non-veterinary grooming preparations like pet shampoo and conditioner
Candles
Household linen
Ben spreads
Bed blankets
Pillowcases
Bed sheets
Bed skirts
Throws
Bath linen
Interior decoration fabrics
Picnic blankets
Table linen of fabric or textile
Coasters of textile
Textile tablecloths
Curtains
Kitchen towels
Kitchen linens
Woven fabrics
Gift wrap of textile or fabric
Knitted fabrics
Textile wall hangings
Felt and non-woven textile fabrics
Beach towels
Beach blankets
Aprons
Scarves
Stationary sets
Letter openers
Blank note cards
Envelopes
Printed note cards
Printed holiday cards
Printed greeting cards
Printed place cards
Printed announcement cards
Printed invitations
Printed recipe cards
Embossers for paper stationery
Seals
Impression stamps
Blank journals
Blank paper notebooks
Personalised writing journals
Printed guest books
Stationary-type portfolios
Paper tape
Printed day planners
Printed calendars
Printed desktop planners
Printed diaries
Personal organisers
Printed address books
Paper party decorations
Party ornaments of paper
Printed decorative paper
Gift bags
Wrapping paper
Gift wrappings ribbons of paper
Gift boxes
Paper gift tags
Gift wrap of fabric or textile
Cocktail napkins
Calligraphy pens
Writing instruments
Desktop organisers
Letter trays
Event albums
Photo albums
Printed cookbooks and recipe books
Decorative cords
Ribbons of textile materials
Ornamental bowls of textile for decoration
Beads for crafting
Floor mats
Meditation mats
Decorative wall hangings
Bath mats
Wall coverings of textile
Wallpaper
Yoga bolsters
Meditation cushions
Yoga blankets
Meditation blankets
Yoga straps
String bags for shopping
Tote bags
Leashes for pets
Collars for pets
Beach umbrellas
Wine carrying cases
Wine bags with handles for carrying or holding wine
Pillows
Outdoor furniture
Household decor made primarily of textiles
Drawer organisers
Pillows for household pets
Beds for household pets
Picture frames
6
6
6