The Duchess of Sussex’s new lifestyle brand, American Riviera Orchard, positions her alongside a roster of fellow A-list celebrities who have successfully pivoted into luxury lifestyle influence, such as Gwyneth Paltrow and Martha Stewart, according to an entertainment expert.
The brand, which Meghan soft launched with an Instagram account and website holding page on March 14, not only evolves from her previous experience as a lifestyle blogger but also allows the duchess to “capitalize on her Hollywood star power,”Mark Boardman, entertainment expert and founder of MarkMeets, told Newsweek.
American Riviera Orchard was announced with minimal fanfare, gaining attention through word of mouth on social media before being picked up by the wider mainstream media. A short 16 second video clip of Meghan arranging flowers and posing in a ballgown accompanied the tagline “by Meghan, the Duchess of Sussex” was the project’s main launch material on its Instagram account.
Filings with the United States Patent and Trademark Office shows that the brand name has been registered in connection with a whole range of products including cookbooks, garden accessorizes, tablewear, jams and jellies, stationary and pet food.
Since 2020, speculation has circulated that the duchess would launch a lifestyle venture alongside Prince Harry following her split from the monarchy. The duchess has not yet made any statement about her plans for the label.
“Meghan Markle’s surprise launch of American Riviera Orchard, a lifestyle brand for home, food, garden, and lifestyle goods, is a fascinating venture,” Boardman told Newsweek.
“The name might be a touch whimsical (Santa Barbara is known as the American Riviera), but with hundreds of thousands of followers already, her ability to generate buzz is undeniable.
“This move positions her alongside celebrities like Gwyneth Paltrow and Martha Stewart. Whether American Riviera Orchard becomes the next Goop remains to be seen, but it’s a strategic decision. Leveraging her Hollywood influence could propel the brand to success, especially among fans who admire her style.”
Newsweek reached out to representatives of Meghan Markle via email for comment.
Robin L Marshall/FilmMagic/American Riviera Orchard
On the venture’s branding, Boardman said it made efforts to re-establish Meghan away from her royal connections.
“The brand identity itself is interesting. The website uses her recognizable calligraphy and the same developers behind Archewell/Sussex.com, hinting at a personal touch and potentially high-quality products,” he said. “Notably, the brand utilizes a luxury-inspired logo and a California aesthetic, seemingly avoiding overt royal connections. This could be a way to build an independent brand outside the royal sphere.
“This venture positions Meghan to capitalize on her Hollywood star power and potentially build a successful luxury brand. While the lack of follower comments might limit engagement, it’s likely a calculated move to protect her mental health from online negativity.”
James Crawford-Smith is Newsweek‘s royal reporter, based in London. You can find him on X (formerly Twitter) at @jrcrawfordsmith and read his stories on Newsweek‘s The Royals Facebook page.
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Newsweek is committed to challenging conventional wisdom and finding connections in the search for common ground.