Meghan’s New Venture: The Timing, Tone and Possibilities of American Riviera Orchard
Meghan’s New Venture: The Timing, Tone and Possibilities of American Riviera Orchard
SMT on ARO.
After months — nay, years! — of wondering whether Meghan would return to the lifestyle space, launching something akin to her very successful blog, The Tig, we got our first taste Thursday. The Duchess of Sussex debuted a new venture called “American Riviera Orchard,” with a website and Instagram page.
It was the ultimate teaser, offering only a logo, a 16-second video, and a trademark application with a few clues. More is sure to come! But for now, let’s talk about what we do know. Below you will find my take on the much-debated timing of the launch, the 10-syllable name, the product potential (so many spreads) and a possible focus on food.
What do you think of American Riviera Orchard? Please click to share your thoughts in the comments.
(A quick shoutout to everyone in the SMT Substack comments! The thoughtful way in which people engage there is such a refreshing alternative to the firestorm elsewhere on the internet. If you are looking for constructive criticism, questions, and insights — check it out.)
ICYMI: More on my trip to Canada to see Harry and Meghan mark one year until the next Invictus Games. Also, answering your questions about the up-close three days in this discussion thread.
For more of my take on ARO: Check out these pieces in the WSJ and BBC. My thanks to the reporters for including me in their pieces.
So Many Thoughts on American Riviera Orchard
On Thursday, a new Instagram profile popped up: @AmericanRivieraOrchard. The bio read simply, “by Meghan, The Duchess of Sussex” followed by “Established 2024” and a link to a one-page website.
My first thought: Is this it? Is this The Tig 2.0?
For nearly a year, since news broke that Meghan signed with the large, influential talent agency WME, rumors of possible projects have been swirling. American Riviera Orchard appeared to be the first sign of a much-anticipated new lifestyle brand from the Duchess of Sussex.
The launch was — and I can’t overstate this — remarkably low-key as far as these things go. There was no press release or pre-arranged feature in a glossy magazine, with Meghan musing about her hopes for this project. There wasn’t even a comment from her reps or a blue checkmark on Instagram (the profile has since been verified).
What’s this all about? Let’s dive in, beginning with…
The Timing
The news of American Riviera Orchard broke in the middle of one of the most heated royal news cycles in recent years. The furor over Catherine, the Princess of Wales, and her health as well as the doctored family photo was still very much stewing. New stories about Prince William also surfaced after late night host Stephen Colbert’s headline-making monologue on Tuesday evening.
One of the first questions I received when Meghan’s venture went public was about the timing: Was it insensitive?