We can't say “American Riviera Orchard” three times fast, but we can tell you everything we know about Meghan Markle's new lifestyle brand.
of suit The Duchess of Sussex alum, aka Meghan, returned to Instagram on Thursday for the first time in nearly four years to announce a project. An accompanying video showed Markle cooking and arranging flowers in her kitchen, with a flashy logo made of her signature calligraphy. Almost immediately, the venture was dubbed “Tig 2.0” by the press. The lifestyle Markle led before falling in love with her prince was named after her blog.
Ms. Markle hasn't said exactly what American Riviera Orchard will offer, or an official explanation for the name, but we've been able to piece together everything there is. Here's what we know so far:
Surprise announcement: American Riviera Orchard seemed to suddenly go down on the afternoon of March 14th. The logo was rolled out in nine separate Instagram posts (comments turned off), accompanied by a video showing a shot of Markle — presumably at the couple's $14 million Montecito, California estate — Nancy Wilson's A lifestyle tailored to “I Wish You Love.” There's a link to the brand's website where you can join the waiting list and be the first to know all about ARO.
timing: We now know that this announcement was not a random date. March 14th marked the so-called free flight from Canada to California (Megxit), after Markle and Prince Harry left the UK to become financially independent (which was difficult) and stepped back from royal duties. Celebrating the 4th anniversary since 2013 (known as ). The new brand launch will also capitalize on Markle's good week after seeing his half-sister's defamation lawsuit rejected by a judge.
What is American Riviera Orchard? In addition to the tongue twister that people enjoy so much, it's also a nod to Markle and Harry landing in post-royal life and raising children Archie, 4, and Lilibet, 2. Santa Barbara is called Santa Barbara. American Riviera. I'm sure you'll hear about the orchard soon. The list of their stunning mansions, glimpsed during a 2021 chat with Oprah Winfrey, features expansive lawns, tiered rose gardens, tall Italian cypress trees, blooming lavender, and 100-year-old olive trees. talking about the tree. If they don't have their own, perhaps she'll run to Winfrey's house (they're her neighbors) and harvest from her vast orchard.
A trademark application filed on February 2nd and currently awaiting review provides some insight into what will be offered through the California-born brand. This is about products and services and lists things like crockery, table cutlery, drinkware (such as decanters), table linens, chargers, napkin rings, table place card holders, etc. It can also be used in edible treats such as jellies, jams, marmalade, oils, various spreads (garlic, dairy, sesame), butter (nuts, fruit).
But the dream seems bigger than that. This trademark is also a trademark for “retail store services” that handle those products, so it is expected that at least one brick-and-mortar store will open. She also hopes to sell a cookbook (print and e-book), perhaps including her take on engagement chickens.
Reception status so far: As of Friday afternoon, the number of followers on the Instagram page had exceeded 400,000 in one day, and interest is growing.
When it comes to names, everything Markle and Harry have ever named, including their children and projects (Archiewell, Archetype), has had one-sided opinions.
Tig 2.0? Of course, Markle previously had a lifestyle blog. Zatig, which takes its name from Tignanello red wine, was launched in 2014 as a way for her to share her favorite travel, food, and clothing discoveries during her time as an actress. She shut down her site in April 2017 after she started dating Harry, but through her site everyone can read about her politics, the parties she's thrown, her celebrity encounters, her bad hair days, and more. I read an old post about and criticized it. Markle and Harry married in 2018.
Last year, Markle, hoping to find a place among lifestyle superstars like Gwyneth Paltrow and Joanna Gaines, reapplied for a trademark for “The Tig,” but that too is pending review. It was a state. Whatever, go back. So it's interesting to see her return to the lifestyle field with her new brand.
timing: Everything is up in the air at the moment, but it will probably be announced sooner or later. The best synergy is to launch alongside her new podcast. In February, Lemonada Media announced it would distribute Markle's untitled podcast and House Archetypes after she parted ways with Spotify. Additionally, there are rumors that she will launch a Netflix cooking show associated with the American Riviera Orchard brand. Although it has not been confirmed, she has one year left on her current Netflix contract. The couple is working on various projects with the streamer, including a film adaptation of Carly Fortune's books. Let's meet by the lake And potentially a documentary that takes Harry to Africa.
