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Meghan Markle's As Ever Teases Next Wine Drop Amid Reports on Netflix Partnership Future
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Published in Food and Wine on Thursday, July 31st 2025 at 21:02 GMT by ELLE🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source
Meghan Markle launched the Instagram and site for her new brand, As Ever. Here, all we know about the brand and what she's selling.
Meghan Markle Unveils New Lifestyle Brand: American Riviera Orchard Takes Center Stage
In a move that has sent ripples through the worlds of celebrity, royalty, and entrepreneurship, Meghan Markle, the Duchess of Sussex, has officially announced the launch of her highly anticipated lifestyle brand, American Riviera Orchard. The announcement, made via a sleek Instagram video and a dedicated website, marks a significant new chapter in Markle's post-royal life, blending her passions for wellness, cooking, and community with a distinctly Californian flair. This venture comes amid ongoing speculation about her next steps since stepping back from royal duties in 2020, and it positions her as a formidable player in the competitive lifestyle market dominated by figures like Gwyneth Paltrow and Martha Stewart.
The brand's debut was subtle yet striking. On March 14, 2024, Markle shared a teaser video on Instagram, showcasing her in a sunlit kitchen, stirring a pot and arranging flowers, all set to the nostalgic tune of Nancy Wilson's "I Wish You Love." The video, which quickly amassed millions of views, ended with the reveal of the brand's name and logo: American Riviera Orchard, emblazoned in elegant gold script. The accompanying website, americanriviera.com, invites visitors to join a waitlist for updates, hinting at an array of products that promise to embody the laid-back luxury of Montecito, California—often dubbed the "American Riviera"—where Markle resides with her husband, Prince Harry, and their two children, Archie and Lilibet.
At its core, American Riviera Orchard appears to be a multifaceted lifestyle brand focused on home, garden, food, and general living. Trademark filings uncovered by eagle-eyed fans and media outlets reveal plans for an extensive product lineup, including jams, jellies, marmalades, and other edible spreads; cookbooks and recipe books; tableware such as cutlery, linens, and serving platters; and even beauty and wellness items like soaps, body lotions, and bath products. The brand also extends to gardening tools, pet accessories, and home decor, suggesting a holistic approach to everyday elegance. Insiders close to the project describe it as an extension of Markle's personal ethos, drawing from her pre-royal days as a lifestyle blogger on The Tig, which she shuttered in 2017 upon her engagement to Prince Harry.
This isn't Markle's first foray into the business world. Her previous endeavors, including a successful collaboration with Spotify for the podcast "Archetypes" and a Netflix deal under the couple's Archewell Productions banner, have laid the groundwork for this independent venture. However, American Riviera Orchard stands out as a more personal project, unencumbered by royal protocols or media partnerships. Sources indicate that Markle has been meticulously planning this for over a year, assembling a team of experts in branding, e-commerce, and sustainable sourcing. The emphasis on organic, locally inspired products aligns with her advocacy for environmental causes and community support, themes that have defined her public persona since her time as a working royal.
Reactions to the announcement have been a mix of excitement, curiosity, and the inevitable scrutiny that follows any move by the Sussexes. Supporters on social media have praised the brand's aesthetic, with many drawing parallels to Goop, Paltrow's wellness empire, but with a more accessible, inclusive vibe. "Meghan is channeling her inner domestic goddess, and it's empowering to see a woman of color leading in this space," one fan commented on Instagram. Celebrities like Serena Williams and Mindy Kaling, longtime friends of Markle, have already shown public support, sharing the teaser on their platforms.
Critics, however, have been quick to point out potential challenges. Some royal watchers argue that the brand's name evokes a sense of exclusivity that might alienate broader audiences, while others question the timing amid ongoing family tensions within the British monarchy. King Charles III's recent cancer diagnosis and the Princess of Wales's health issues have dominated headlines, leading some to speculate whether Markle's launch is strategically timed or merely coincidental. Detractors have also resurfaced old narratives, accusing her of commercializing her royal connections, though Markle has consistently maintained that her post-Megxit life is about forging her own path.
Delving deeper into the brand's inspiration, American Riviera Orchard seems rooted in Markle's Montecito lifestyle. The coastal enclave, known for its celebrity residents and picturesque orchards, provides a perfect backdrop. Reports suggest initial products will include artisanal jams made from locally sourced fruits, potentially tying into Markle's love of cooking and hosting. In a nod to her humanitarian work, a portion of proceeds might support causes like women's empowerment and food security, aligning with Archewell Foundation initiatives. The brand's visual identity—soft pastels, handwritten fonts, and vintage-inspired imagery—evokes a sense of timeless sophistication, reminiscent of high-end labels like Flamingo Estate or The Row.
From a business perspective, this launch taps into a booming market. The global lifestyle and wellness industry is projected to reach trillions in value, with consumers increasingly seeking authentic, story-driven brands. Markle's star power, bolstered by her 50 million-plus social media followers (despite her personal accounts being dormant), gives her a unique edge. Unlike traditional celebrity endorsements, this is a hands-on operation; Markle is reportedly involved in everything from product development to marketing strategy. Partnerships with ethical suppliers and a focus on sustainability could differentiate it from competitors, appealing to eco-conscious millennials and Gen Z shoppers.
Historically, royal family members venturing into business have faced mixed success. Sarah Ferguson, the Duchess of York, has dabbled in books and wellness products, while Princess Diana's post-divorce life inspired charitable endeavors rather than commercial ones. Markle's approach, however, mirrors that of modern influencers like Reese Witherspoon, who built Hello Sunshine into a media powerhouse. By leveraging her narrative of resilience— from actress to duchess to entrepreneur—Markle is crafting a brand that resonates on a personal level.
Looking ahead, the full rollout of American Riviera Orchard is expected in the coming months, with pop-up events, collaborations, and possibly a Netflix tie-in to showcase the brand's ethos. Speculation abounds about potential expansions, such as a physical store in Montecito or international shipping. For Markle, this represents more than a business; it's a reclamation of her voice and identity outside the palace walls. As she stated in a past interview, "I've always been outspoken, especially about women's issues, and I think this is a way to continue that conversation through products that bring joy and connection."
In an era where celebrity brands often fizzle out, American Riviera Orchard's success will hinge on authenticity and execution. Will it become the next Goop, or face the pitfalls of overhype? Only time will tell, but one thing is certain: Meghan Markle is once again proving she's a force to be reckoned with, blending glamour, grit, and good taste into a venture that's as intriguing as it is ambitious. As the waitlist grows and anticipation builds, the world watches to see how this duchess-turned-entrepreneur will redefine lifestyle luxury for a new generation.
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