Meghan, Duchess of Sussex, launched her much-anticipated lifestyle brand American Riviera Orchard in early 2024, sparking immediate interest from consumers and the media alike. The brand, which debuted with products including artisanal jams, teas, and baking mixes, sold out many items within hours of launch, highlighting Meghan’s strong public influence and consumer appeal.
However, despite its early commercial success, industry analysts and branding experts have offered differing perspectives on the long-term positioning and authenticity of the brand, sparking discussions about celebrity entrepreneurship and public perception.
The Launch of American Riviera Orchard
Meghan Markle formally introduced American Riviera Orchard in April 2024. The brand takes its name from the nickname for Montecito, California, where the Duke and Duchess of Sussex reside. The venture’s aesthetic emphasizes rustic charm, home-centered living, and culinary inspiration—an extension of Meghan’s long-standing interest in wellness, cooking, and lifestyle content.
According to Harper’s Bazaar and People Magazine, the brand launched with limited-quantity products, including small-batch jams, herbal teas, shortbread cookie and crepe mixes, and eventually a rosé wine described as having delicate minerality and stone fruit notes. Some products were gifted to influencers and friends ahead of launch, contributing to organic buzz and brand visibility on social media.
The brand’s official Instagram account, launched shortly before the product drop, attracted hundreds of thousands of followers within days, reflecting the significant public interest in Meghan’s post-royal ventures.
Product Restock and Expansion
Following the rapid sell-out of initial inventory, American Riviera Orchard restocked several popular items and introduced new seasonal flavors such as apricot spread and orange blossom hominy jam. The site also expanded its offerings with an emphasis on sustainably sourced ingredients and elegant packaging, in line with its premium brand positioning.
Meghan’s move into consumer goods aligns with a broader trend of celebrity-founded lifestyle brands that blend personal branding with e-commerce. Comparable examples include brands launched by Gwyneth Paltrow, Reese Witherspoon, and Blake Lively, all of which leverage a mix of celebrity identity and curated living concepts.
Mixed Industry Feedback
While American Riviera Orchard has gained commercial traction, some branding consultants and media analysts have expressed mixed reviews regarding its long-term strategy and execution.
On an April 2024 episode of the marketing-focused podcast The Art of the Brand, co-hosts Phillip Millar, a Canadian lawyer, and Camille Moore, a U.S.-based marketing executive, shared their personal critiques of the brand. Their feedback included concerns about clarity of vision, brand cohesion, and consumer transparency.
It’s worth noting that their views represent independent commentary and not statements backed by data from retail analysts or financial disclosures. Despite their skepticism, neither questioned the brand’s real-time sales performance, which early indicators suggest has been positive.
Major retail platforms and PR tracking agencies have yet to publish comprehensive figures on the brand’s reach, but the early response—including rapid sell-outs—suggests that consumer demand is present.
Meghan’s Broader Career Shift
Meghan’s transition into entrepreneurship follows her earlier work in the entertainment industry and public service. Known for her breakout role in the legal drama Suits, Meghan left acting after her 2018 marriage to Prince Harry and began focusing on royal duties, philanthropy, and later, media and business ventures.
In addition to launching American Riviera Orchard, Meghan has worked on the Netflix docuseries Harry & Meghan and is also the executive producer of With Love, Meghan, a culinary and lifestyle series featured on the streaming platform.
In a 2024 interview on the Aspire with Emma Grede podcast, Meghan reflected on her experience returning to a production setting. She noted that working on her series rekindled the camaraderie she once enjoyed on television sets, offering her the opportunity to build a team and lead a project rooted in her personal interests.
Market Trends and Celebrity Branding
Meghan’s new brand is part of a growing wave of celebrity-founded lifestyle companies tapping into consumer desire for authenticity, storytelling, and high-quality experiences. According to research from McKinsey & Company and NielsenIQ, consumers increasingly favor brands that are perceived as personal, values-driven, and aligned with current trends such as wellness, sustainability, and home cooking.
Celebrity-backed ventures often gain rapid attention, but long-term success depends on factors such as:
- Consistent product quality
- Clear brand messaging
- Transparency around sourcing and values
- Connection with a well-defined target audience
Early demand for American Riviera Orchard products indicates a strong start, but sustainability and consumer trust will determine the brand’s future trajectory.
Public Perception and Media Coverage
As with many high-profile public figures, Meghan’s projects often draw intense scrutiny alongside praise. While some media outlets have lauded the brand’s presentation and unique packaging, others have raised questions about its direction and substance.
However, independent analysis from Forbes, Bloomberg, and Business of Fashion have emphasized that celebrity founders—regardless of public opinion—can build powerful brands if they deliver meaningful value and authentic storytelling. Meghan’s background in both the entertainment and philanthropic sectors may serve as assets as she continues to define her business model.
The Broader Sussex Brand
The Duchess of Sussex’s lifestyle brand is just one facet of the broader Sussex brand portfolio, which includes media production, public speaking engagements, nonprofit work through the Archewell Foundation, and advocacy around mental health, digital safety, and gender equality.
The couple has continued to prioritize philanthropic engagement while also developing business ventures, consistent with their stated goal of achieving financial independence and creating impact-driven content.
According to The New York Times and Fast Company, the couple’s long-term strategy appears focused on balancing purpose and profit, leveraging their global platform to create ventures that reflect their values.
Conclusion
American Riviera Orchard has quickly emerged as a commercially successful and culturally relevant brand. While early reviews from branding experts vary, initial consumer response indicates strong interest and demand. Like many modern lifestyle ventures, its future will depend on product quality, brand consistency, and authentic engagement with its audience.
As Meghan Markle continues to shape her post-royal identity through entrepreneurship, media, and philanthropy, her ability to build a brand that resonates with consumers—beyond her fame—will be key to long-term success. For now, all signs point to a promising start.
Sources:
- Harper’s Bazaar – Meghan Markle’s American Riviera Orchard
- People Magazine – Meghan Markle Lifestyle Brand
- BBC News – Meghan and Harry Updates
- The New York Times – Archewell and Business Ventures
- Business of Fashion – Celebrity Lifestyle Brands
- Aspire Podcast with Emma Grede
