Meghan Markle’s new lifestyle brand, American Riviera Orchard, has a lot of glitz and fanfare — but, so far, not much else.
The Duchess of Sussex’s latest challenge was introduced online earlier this month with a video showing the mother of two in a kitchen straight out of a Nancy Meyers film.
In Markle’s peak moments, the 42-year-old was also seen picking flowers and posing in a black ballgown.
But there are still important questions surrounding the brand: who is investing in it, who is working on it – and who makes the products, which can range from jams to candles, skin care and pet food?
Well-placed sources at other lifestyle brands told Page Six that American Riviera Orchard is all the talk in Los Angeles What’sApp trade groups.
It’s telling, however, that they still haven’t heard anything about Markle taking on clients or outsourcing employees.
A source who knows the Sussexes told Page Six that it’s looking like a typical Markle project: lots of glamour, little substance. “They (Harry and Meghan) always do bulletins and release things very early… to what extent?” the source stated.
Sources close to Markle point out that a timeline for the product’s actual launch has not yet been provided.
However, Page Six can confirm that the finance types Markle and Prince Harry have been seen networking with — including Wall Street billionaire Ken Griffin and cosmetics mogul Victoria Jackson and her husband, multimillionaire marketing guru Bill Guthy, both close friends of the Sussexes – are not investing.
Neither did Ari Emanuel, head of WME, the tech megacompany that hired Markle nearly a year ago.
Markle is believed to have worked on the project with Hollywood cashier Adam Lilling.
As Page Six previously revealed, the Sussexes are believed to have been introduced to Lilling, who runs the private equity fund Plus Capital, by their close friend and Montecito, Calif., neighbor Ellen DeGeneres, who has worked with him for years.
The trio were seen mingling at DeGeneres’ surprising vow renewal to wife Portia de Rossi last year. Lilling was unavailable for comment.
The project will be related to Markle’s new Netflix show, which she is reportedly filming now in an attempt to follow in the footsteps of Martha Stewart and Joanna Gaines.
When she was interviewed for The Lower in 2022, Markle gifted the author a basket of locally grown fruits and vegetables, plus a custom-labeled jar of jam from Etsy.
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Regardless of the case, she is already annoying the neighbors.
Kerry Clasby, a natural rancher who runs Malibu Fig Ranch and supplies top chefs including Tom Collichio and Jean George Vongirechten, said Markle should also be careful about using the name America Riviera — a nickname for the upscale Santa Barbara area, which incorporates Montecito.
“If you’re calling this the American Riviera, you really should be (sourcing ingredients) grown in Santa Barbara,” Clasby told Page Six. “Otherwise you’re going to the wholesale dump in downtown Los Angeles where all the products come from Mexico or Chile.
“The kitchen should also be there (in the Santa Barbara area), until they just put their name on it and have it made wherever, or pre-fabricate it. And so it’s exaggeration.
Although Markle was spotted at the Montecito Farmers Market, Sam Edelman, general manager of the Santa Barbara Licensed Farmers Market Association, told us that according to him, the duchess is not working with any of the group’s farmers.
If Markle wants to sell something at her local market, she’s going to have to get her hands dirty.
“California is strict about signaling that we develop what we promote,” said Maureen Claffey, who owns Purple Hen Cannery in Carpinteria, California, with her husband. “To be able to promote strawberry jam on the agricultural market, it is necessary to have grown the strawberries.”
Claffrey is a fan of Markle after meeting her: “My daughter set up a cotton candy stand and (Markle and Prince Harry) bought cotton candy from her. After meeting them and seeing how they reacted to my daughter and how upbeat they were on a windy day, that says a lot. The way people deal with children without anyone around says a lot.”
A source who knows Markle correctly told Page Six that it had long been the former actress’ dream to follow The Tig, the lifestyle website she ran while starring in the TV drama “Fits.” It included travel ideas, recipes and fashion insight.
Markle closed in 2017 after meeting Harry and before marrying into the royal family.
“She has always been a huge fan of Goop and wanted to create an extension of The Tig,” the source said of Markle and American Riviera Orchard.
A senior lifestyle industry figure has discovered that Goop founder Gwyneth Paltrow organically grew her business – now valued at around a billion dollars – from her kitchen table 16 years ago.
Patlrow talked about how she used to go to vendor appointments herself.
“Everyone seems to be speculating about American Riviera Orchard,” the lifestyle figure said. “But someone like Gwyneth started out sending a newsletter once a week and it was very personal, kind of like Substack now. But it was a very new idea at the time, but she didn’t monetize the business for about seven years. The goal was to form a community and something of value, rather than being a business.
“She did not receive any external funding until 2015.”
It was only then that Paltrow turned her passion for things like clear cosmetics into a brand and worked on developing her own beauty products with experts.
Goop has worked with leaders in the beauty and fashion sectors, including former LVMH employees and investors from leading companies such as NEA.
“With Goop, everything that happened came from a very slow and genuine place… Gwyneth didn’t commit to creating what it is right away,” the lifestyle figure said.
It was Mandana Dayani – president of the Sussexes’ company Archewell from May 2021 to December 2022 – who first came to Markle with a list of business proposals, we’re told.
Another source who knows the Sussexes said: “Mandana was supposed to find a money-making business but she left… but I know she presented Meghan with a number of ideas.”
Dayani declined to comment.
Markle also discussed ideas with Sarah Harden, CEO of Reese Witherspoon’s production company Whats up Sunshine, sources said.
As reported by Puck, Markle drew inspiration for her new brand from Flamingo Property, a star favorite that sells candles, skincare, and pantry goods — including $250 honey sold by stars like Julianne Moore (with proceeds going to charity).
The Duchess of Sussex was, to some extent, in talks with Flamingo Property founder Richard Christiansen to join forces.
“I know Meghan had a lot of meetings with Richard and it didn’t work out,” the lifestyle figure said.
Christiansen was unavailable for comment.
But another source who knows Markle isn’t as sure as Flamingo Property’s audience is.
“She thinks her audience is rich and sophisticated and likes Cartier and Tiffany – because she does,” the source said. “However, I believe they are J Crew. It is really in the mid-market.”
A trademark application for American Riviera Orchard was filed with the U.S. Patent and Trademark Office on February 2 by Mama Knows of Greatest, LLC. Since then, two additional resources have been registered, recording the name of cutlery, cookbooks, bedding, pantry items including jams and spreads, gift-wrapping stationery, candles, yoga mats, and pet food.
Markle can, of course, use her website AmericanRiviera.com to promote her favorite products from other brands, as well as her own products.
But whatever she’s doing, experts said, she better hurry if she wants money this year.
“Surely Meghan would have products ready to sell soon, or they wouldn’t have released them,” a merchandising source told us. “She’s going to need a vacation and it’s almost getting too late for that.”