The Duchess of Sussex has launched a mysterious new lifestyle brand called American Riviera Orchard, with a 16-second teaser video on Instagram that has already attracted hundreds of thousands of followers. The clip shows Meghan arranging flowers, cooking in her kitchen, and a woman in a ballgown, set to Nancy Wilson’s 1960s song I Wish You Love.
While the exact products remain unclear, trademark applications suggest the brand will sell cookbooks, home goods such as decanters and kitchen linens, and foods including marmalade and jellies. The gold crest features the word 'Montecito', the upscale California town where Meghan lives with Prince Harry and their children, often called the 'American Riviera'.
Digital marketing specialist Lindsey Imler says the video’s discretion and allure tap into Americans’ fairy-tale perceptions of the royals. Professor Pauline Maclaran of Royal Holloway, University of London, notes that Meghan appears to be reviving her former lifestyle blog The Tig, but with a more 'domestic goddess' image reminiscent of Martha Stewart or Nigella Lawson, targeting US buyers.
Interior designer Kerrie Kelly suggests the brand blends European heritage with California chic, possibly expanding into children’s clothing or nursery items. Commentators have drawn comparisons to Gwyneth Paltrow’s Goop and products from Kim Kardashian or Reese Witherspoon. The launch came days after the Princess of Wales faced a photoshopping controversy, highlighting a shift in media attention between the two royal women, according to Imler.
