ROYAL fans are waiting in anticipation for Meghan Markle’s American Riviera Orchard brand to launch, with jams and wine on the list of potential items so far.
While the promotional videofeatures Meghan, Prince Harry is completely absent suggesting the venture is going to be a solo project of Meghan’s.
A branding strategist has suggested why this could be a key selling point for the Duchess of Sussex.
Lucie Greene told Fabulous: “Speculative – but strategically it could be so that there’s no sense that she’s leveraging a direct royal connection, or Harry isn’t at least, for commercial ends.
“Also, she has credibility as a former lifestyle influencer and entrepreneur in this space. He doesn’t.
“She’s building a new business based on her previous experiences and ventures.”
Previously the Duchess of Sussex ran her now-defunct lifestyle blog The Tig, which featured recipes, travel and fashion guides, but she shut it down when she started dating Harry.
Lucie added: “I think she has more credibility and has historically leaned more towards lifestyle projects vs Harry who has remained mainly philanthropic in his focus.”
BY WOMEN, FOR WOMEN
Meghan teased the launch of American Riviera Orchard in March on Instagram, where the company bio reads “by Meghan, Duchess of Sussex.”
Lucie said this could be key to creating a ‘for women, by women’ narrative for the brand.
She continued: “I think she’s always identified herself as a female entrepreneur and a woman in business. And connected with other female leaders and celebrities on this basis.”
In addition to this, the brand expert said Meghan “probably wants something of her own and historically her brand”.
Lucie said: “Even in the early days as a royal [she] was rooted in being someone who had her own thing going on, her own interests, career and aspirations.”
BRAND DELAY
Meghan is yet to make a sale, despite the initial excitement surrounding the promotion, and Lucie shared how the delay in selling could be down to Meghan trying to find investors for the company.
Lucie shared: “It could be that she’s still courting investment.
“If the brand is direct to consumer, versus wholesale, there will need to be a substantial marketing budget for consumer acquisition.
“It could be that the jams were the precursor and example to show proof of concept to talent and investors.”
While the website is not yet up and running, we have seen a few items that may be offered American Riviera Orchard.
MEGHAN’S PRODUCTS
So far, the Duchess of Sussex has sent branded strawberry jams to over 50 friends and influencers, including to Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
Meghan also sent two further products– raspberry jam and dog treats – to Prince Harry‘s polo pal Nacho Figueras.
The Duchess of Sussex is reportedly planning to launch a bottle of rosé and it’ll be the first item available for the public to buy, according to the Daily Mail.
Meghan is known to be fond of the tipple, naming her now-defunct blog The Tig after her favourite wine, Tignanello, and drinking wine on her first date with Prince Harry at Soho House back in 2016.
What has Meghan Markle teased from American Riviera Orchard so far?
MEGHAN Markle launched her brand's new Instagram page in March 2024, but no products are available to buy as of yet.
Industry insiders said the site will focus on home, food, garden and lifestyle goods.
Meghan kicked off promoting American Riviera Orchard by sending 50 branded jams to friends and influencers.
Those who received a package included Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
She later unveiled two new products from her American Riviera Orchard brand just hours before Trooping the Colour.
Polo player and close friend of Prince Harry, Nacho Figueras was treated to a jar of raspberry jam from the collection as well as a jar of luxury dog biscuits for his pooch.
If Meghan launches her own wine range, she’ll be following in the footsteps of numerous A-listers who also have branded bottles, including Cameron Diaz, George Clooney, Brad Pitt and Kylie Minogue.
Jay-Z famously owned Armand de Brignac Champagne before selling a 50 per cent stake for a reported $300million.
Meghan is expected to sell bedding pillows, soaps, home décor, fragrances, cookbooks and cookie mixes on American Rivera Orchard in due course.
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!”
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.”
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