The Duchess of Sussex’s new venture is her latest attempt to reinvent her brand in the US.
Meghan Markle announced the launch of her new lifestyle brand American Riviera Orchard back in March. However, the Duchess of Sussex’s latest rebrand – this time as a “domestic goddess” – is already struggling after running into major challenges.
Interest in the new venture has quickly faded in the US and it remains unclear when American Riviera Orchard would officially launch – nearly three months on from the first teaser.
Meghan first dropped a hint about the new lifestyle brand with a 16-second-long Instagram video. In the clip, which was set to the music of jazz singer Nancy Wilson’s I Wish You Love, the Duchess was seen cooking in the kitchen, arranging flowers, and strolling around her opulent Montecito family home.
Meghan has not updated her social media page for the brand since, raising eyebrows about the brand’s longevity.
Meghan first dropped a hint about the new lifestyle brand with a 16-second-long Instagram video (Image: AMERICAN RIVIERA ORCHARD/INSTAGRAM)
Currently, the American Riviera Orchard website says “by Meghan, The Duchess of Sussex”, referencing her title.
In April, Meghan sent 50 jars of her strawberry jam to influencers and celebrity friends across the US, but that appears to be the last activity from the American Riviera Orchard boss..
Prof Pauline Maclaran, a marketing and consumer research professor at Royal Holloway, University of London, told the BBC that Meghan appeared to be trying to lean into a “more domestic goddess kind of market” with this latest rebrand.
This follows previous attempts to lead on social justice issues, philanthropy as well as Hollywood acting.
Professor Maclaran said Meghan was positioning herself to become the next Nigella Lawson or Martha Stewart.
She said: “I would see this as a much more domestic goddess kind of market with these new regal connections now, and, you know, promoting elegance.”
The expert said that the 16-second teaser video “evoked heritage, which is linking back to the royal aspect”.
Kerrie Kelly, who has worked as an interior designer in California for 30 years, also told the BBC that Meghan now appears to be leaning into her role as a wife and mother.
Mrs Kelly says she would not be surprised to see Meghan unveil a children’s clothing line or a nursery collection in the future. She even suggested that Harry could appear in marketing materials.
One expert said that Meghan now appears to be leaning into her role as a wife and mother (Image: Getty)
In May, royal expert and author Tom Quinn suggested that Meghan was deeply upset by the lukewarm response to American Riviera Orchard.
Mr Quinn told the Daily Mirror: “She has reached the point now where she thinks that anything and everything she does will be unfairly criticised. Like her husband, she feels that people are unfairly picking on her – she cannot understand why people don’t admire her work.”
Royal author Phil Dampier pointed out that Meghan “has no track record of being a top cook” so she may struggle to become the next Nigella Lawson. He told The Sun: “There is a danger you can spread yourself too much doing several things, none of them well. Meghan is known as an actress so people might not take her seriously in the kitchen.”
