Meghan Markle has left fans eagerly awaiting the launch of her lifestyle brand, American Riviera Orchard, which is set to debut in the coming months. The Duchess of Sussex teased the project with a glamorous video, Instagram page, and website eight months ago, but has since kept details under wraps, revealing only a logo and a waitlist sign-up for fans.
However, Royal expert Tina Brown believes Meghan is drawing inspiration from Hollywood star Gwyneth Paltrow’s successful Goop brand, which she reportedly researched extensively in the early stages of her career. Meghan’s trademark applications suggest she plans to sell a range of luxury items, from high-end homeware to gourmet jam.
This isn’t her first foray into the wellness market, as she previously ran a lifestyle blog called The Tig, which featured travel and food recommendations, as well as guest posts from celebrity friends. According to Brown, Meghan became a devoted reader of Goop during her time running The Tig, which she shut down after starting to date Prince Harry.
Brown has praised Paltrow’s “canny” creation of a wellness e-commerce site, which sells items like $550 healing quartz necklaces and $66 yoni eggs for enhanced orgasms. She added: “Although it was much mocked by the highbrow press, Goop attracted an adoring following from millennials and big investment and became a $250million business – and some of the bizarre items have attracted attention, and revenue.”
A member of the Suits team even revealed to the author that “Meghan was always talking about Goop.”
Ms Brown did say that there was no proper comparison between the Tig and Goop as she added: “What The Tig lacked was Paltrow’s sly positioning that she was in on the joke of monetising eyeballs. The wink-wink sensationalism of Goop’s This Smells Like My Vagina scented candle would never have found itself onto Meghan’s earnestly tasteful Tig.”
Insiders have also suggested that Meghan aspires to compete with Paltrow’s site, which profits handsomely from New Age wellness luxuries.
The Tig was named after her favourite robust red wine, Tignanello. Reports suggest that Meghan’s new lifestyle brand, American Riviera Orchard, will likely concentrate on food and drink, with her confidant Omid Scobie suggesting that she wants to create something “accessible” for people.
Rumours are circulating that it will launch in May next year to coincide with a cooking show she may be hosting on Netflix.
The brand made waves in June when the Duchess dispatched a PR package to Prince Harry’s polo buddy Nacho Figueras, which included dog biscuits and a jar of raspberry jam. Prior to this, she had sent strawberry jams to her celebrity friends such as Kris Jenner, Mindy Kaling and Chrissy Teigan.
The Duchess has also trademarked items including drinkware, serving ware, bar essentials and other products associated with hosting and entertaining.
