American Riviera Orchard encounters issues with product labelling ahead of its launch, resulting in a costly correction process

Meghan Markle‘s highly anticipated luxury lifestyle brand, American Riviera Orchard, has hit an unexpected roadblock just before its official launch. The Duchess of Sussex’s brand, which is set to offer a range of high-end products, was recently flagged by the US Patents and Trademarks Office for trademark “irregularities.” The errors involve several items, including yoga mats and picnic labels, which were incorrectly labelled and now require correction.

The trademark issues, identified in July, will cost an estimated $11,382 (approximately £9,000) to resolve. Netflix, which is reportedly overseeing the commercial production of American Riviera Orchard, is expected to cover these costs as part of its broader partnership with Meghan. The streaming giant is also backing Meghan’s upcoming cooking show, which is likely to tie in with the brand’s launch.

American Riviera Orchard was first teased earlier this year when Meghan, 42, launched a website and Instagram page for the brand. While the initial pages did not disclose specific products, they did introduce the brand’s logo and name, “ARO,” along with the word “Montecito,” a nod to the California town where Meghan and her husband, Prince Harry, reside with their two children, Prince Archie and Princess Lilibet.

In the months leading up to the launch, the brand’s products were subtly introduced through a soft launch on social media. Celebrity friends and influencers of Meghan were gifted exclusive batches of items such as raspberry and strawberry jam, as well as dog biscuits, which they shared with their followers. The jam, in particular, was showcased by fashion designer Tracy Robbins, who expressed her delight over the gift on Instagram, describing it as “Montecito Goodness.”

An insider revealed that the Duchess plans to offer products that are “close to her heart,” including rosé wine, aligning with the brand’s luxurious yet approachable image. Meghan also reintroduced herself to the lifestyle space with an Instagram video that featured her arranging flowers and cooking to the tune of Nancy Wilson’s “I Wish You Love.” The video underscored her personal connection to the brand, which aims to position her as “a beacon of inspiration, aspiration, and attainability.”

This venture marks Meghan’s return to the lifestyle industry, a space she previously explored with her successful blog, The Tig, before joining the royal family in 2018. Despite the current setback, American Riviera Orchard remains poised to make a significant impact, leveraging Meghan’s influence and the backing of major players like Netflix.

The United States Patent and Trademark Office website also notes that the brand has applied to sell downloadable and printed recipe books, tableware, and textiles, expanding its range beyond the initial product offerings.

The Independent has reached out to Netflix and Meghan Markle’s representatives for further comments on the situation.

Analysis:

Political:

Meghan Markle’s venture into the lifestyle market with American Riviera Orchard subtly intersects with political discussions about the role of the monarchy and its members in the commercial world. As a former working royal, Meghan’s involvement in a luxury brand raises questions about the appropriate use of royal titles and influence in private enterprises. This situation underscores the ongoing debate about the balance between public service and personal business endeavors within the British royal family, particularly for those who have stepped back from their official duties. Additionally, the global attention on her brand highlights the continuing soft power the British monarchy wields, even when members are no longer actively participating in royal duties.

Social:

Socially, Meghan Markle’s lifestyle brand speaks to the modern-day obsession with wellness, luxury, and the aspirational lifestyle portrayed by influencers and celebrities. The brand’s offerings, including yoga mats, rosé wine, and gourmet jams, align with the growing trend of self-care and the pursuit of a balanced, yet indulgent, lifestyle. Meghan’s brand aims to capitalize on her image as a figure who embodies both luxury and relatability, positioning her as a role model for those seeking a blend of high-end living and authenticity. However, the trademark setbacks and the involvement of Netflix in covering the correction costs may also draw criticism, particularly from those who view the venture as further commercial exploitation of her royal connections.

Racial:

While the brand’s launch itself is not directly related to race, Meghan Markle’s position as a biracial woman in the public eye adds a layer of complexity to the discussion. Her experiences with racism and public scrutiny have been widely documented, and her success in launching a brand in a predominantly white, elite space could be seen as a positive representation of diversity. On the other hand, her commercial endeavours may be scrutinized more harshly due to her race, as public figures of colour often face higher expectations and more intense criticism than their white counterparts. The brand’s success or failure could be interpreted by some as a reflection of societal attitudes towards race and success in high-profile ventures.

Gender:

Meghan Markle’s foray into the lifestyle industry underscores the unique pressures faced by women, particularly those in the public eye. The brand’s focus on luxury and wellness taps into the broader cultural expectations for women to maintain a certain image—one that balances health, beauty, and success. Meghan’s decision to enter this market reflects her awareness of these gendered expectations, and her brand’s offerings cater to a predominantly female demographic that values both self-care and sophistication. However, the trademark irregularities and subsequent media coverage highlight the additional scrutiny women entrepreneurs face, especially when they are already subject to public attention for their personal lives and past roles. The challenges Meghan faces in launching her brand may resonate with many women who experience similar obstacles in balancing professional ambitions with societal expectations.

Economical:

Economically, American Riviera Orchard represents a significant investment in Meghan Markle’s post-royal career. The brand is a clear attempt to leverage her global fame and influence in a commercial venture that could yield substantial financial returns. However, the trademark irregularities and the costs associated with correcting them illustrate the challenges of launching a luxury brand, even with considerable resources and backing from powerful partners like Netflix. The involvement of Netflix in covering the correction costs suggests a strategic alliance that could mitigate the financial risks for Meghan, allowing her to focus on brand-building and product development. This partnership also underscores the growing trend of celebrities aligning with major corporations to expand their personal brands into profitable business empires. As Meghan navigates these economic challenges, the success of American Riviera Orchard could set a precedent for other high-profile figures looking to transition into entrepreneurship after public service or entertainment careers.