MEGHAN Markle will soon launch her American Riviera Orchard brand and could promote herself as the “Nigella Lawson of the USA”, according to a brand expert.
However, the Duchess of Sussex, 42, may face some challenges as she tries to create a “domestic goddess in the kitchen” image across the pond.
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Professor Pauline Maclaran, professor of marketing and consumer research at Royal Holloway, University of London, said BBC: “I would see it as a much more domestic type of market for a goddess.
“With these new real connections now, and, you know, promoting elegance.”
Professor Maclaran stated that Meghan is positioning herself to be the next Nigella Lawson and Martha Stewart.
One problem Meghan may face is that, although she has shared recipes on her now-defunct blog The Tig, the former Suits actress is not necessarily known for her cooking and does not technically have any formal training as a chef.
Royal author Phil Dampier told Fabulous: “Meghan has no track record of being a top cook, so she would struggle to be a Californian Nigella Lawson.
“There is a danger that you will spread yourself too thin doing multiple things, none of them well. Meghan is known as an actress, so people might not take her seriously in the kitchen.
“To be fair, she wouldn’t be the first celebrity to decide to cash in on cooking shows for the masses, despite not having much experience.”
But maybe formal culinary training doesn’t matter.
As Nigella, who has released 12 cookbooks throughout her career, shared with The Guardian: “I’m not a chef; I’m not even a trained cook.”
In fact, the foodie bombshell claims that her lack of experience in the kitchen allows her to “cook the same way as my readers or viewers.”
Professor Maclaran added that Meghan appeared to be trying to “evoke heritage” with her 16-second speech provocation video, which was shot in a grainy retro style.
The mystery of the clip was “very deliberate,” added digital marketing expert Lindsey Imler.
She said the trailer was “very understated” and “very attractive,” which matches the “fairytale” perception Americans have of the royal family.
Brand strategist Lucie Green believes Meghan will have to be careful with any royal references.
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So far, the brand’s launch has been sparked by Meghan sending the brand’s jams to 50 close friends and a few influencersincluding Chrissy Teigen, Heather Dorak, Tracy Robbins and Kris Jenner.
Speaking to Fabulous, Lucie shared: “Positioning will be a tightrope, whether it’s being very sophisticated and exclusive or making the brand more accessible.
“The extent to which she (even obliquely) references royalty will always attract criticism, but dialing it down will likely appeal to many US audiences, just as Aerin Lauder and Martha Stewart reference the upper class in their brands but have a broad audience. .”
Currently, the American Riviera Orchard website says “by Meghan, Duchess of Sussex”, referencing her title.
The brand’s strategist says that Meghan could also have difficulties if she claims that the products are all made on the “American Riviera” – the nickname given to the chic Montecito area where Meghan and Harry live.
Lucie explained: “If the brand story is literally about being grown and sourced on the American Riviera, scale can be a challenge – there are only so many strawberries you can grow in one place.
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What is Meghan Markle’s new business?
Meghan Markle launched a new brand on Instagram called American Riviera Orchard.
Industry experts said the site will focus on home, food, gardening and lifestyle products.
A source told the Mail: “It’s a lifestyle and culinary brand called American Riviera Orchard.
“The brand aims to coincide with the launch of a new cooking show for Netflix.
“Meghan will make and sell products like jams. And at some point there will be a book and a blog, etc.”
“And it appears that philosophy is closely tied to supply in California’s orchards and farms.
“As the brand grows, and if it wants a mass audience, it may need to think about how to communicate how and where that product is grown.”
Meghan announced that she would launch American Riviera Orchard in March and announced it on Instagram.
According to a report from Page sixMeghan’s company will focus on content for home, garden, food and general lifestyle.
The brand will sell household products such as cookbooks, food and kitchenware.
Positioning will be a tightrope, whether to be very sophisticated and exclusive or to make the brand more accessible
Lucie Green
A trademark application by ‘American Riviera Orchard’ showed that Meghan could sell cutlery, decanters, legume spreads and even napkin rings.
A source said: “She’s been working on it for over a year and it’s all the things that are on her heart – all the things she’s passionate about.”
Many royal fans posted their excitement about the launch on social media, with one saying: “I’m so excited about these beautiful heavenly jellies from American Riviera Orchard, a wellness brand I’ll be subscribing to!”
Another added: “The more things they add to American Riviera Orchard’s list of potential products, the more excited I get. I will buy everything there.”
The Instagram page currently has 617 thousand followers, despite the page only having nine images showing the beautiful logo.
This follows Meghan shutting down her former lifestyle page, The Tig, in April 2017, shortly after she started falling in love Prince Harry.
What will Meghan Markle’s lifestyle brand sell?
Her upcoming lifestyle project, American Riviera Orchard, has listed a full range of products under the brand. Here’s a preview of what could come:
Fragrance sachets
Lavender Sachets
Non-medicated skin care preparations
Bath and shower gels and salts…unmediated hair preparations
Bath soap
Bar soap
Non-medicated hand soaps
Body creams
Oil bath
Body lotions
Cosmetics [and] Body oil.
Fragrance oils
Air Fragrance Reed Diffusers
Fragrances
Room fragrances
Incense
Non-medicated, non-veterinary grooming preparations such as pet shampoo and conditioner
Candles
Home clothes
Ben spreads
Bed blankets
Pillowcases
Linen
Bed skirts
Spear
Swimsuit
Fabrics for interior decoration
Picnic Blankets
Fabric or textile tablecloths
Textile coasters
Textile tablecloths
Curtains
Kitchen towels
Kitchen linen
Fabrics
Fabric or woven gift packaging
Knitted fabrics
Textile tapestries
Felt and non-woven textile fabrics
Beach towels
beach blankets
Aprons
Scarves
Stationary sets
Letter Openers
Blank note cards
Envelopes
Printed note cards
Printed Holiday Cards
Printed cards
Printed place cards
Printed announcement cards
Printed invitations
Printed Recipe Cards
Stationery engravers
Stamps
printing stamps
Blank diaries
Blank paper notebooks
Personalized Writing Journals
Printed guest books
Stationary type wallets
Paper tape
Printed Daily Planners
Printed calendars
Printed Desk Planners
Printed diaries
Personal organizers
Printed address books
Paper Party Decorations
paper party decorations
Printed Decorative Paper
Gift Bags
Wrapping paper
Gift wrapping with paper ribbons
Gift Boxes
Paper Gift Tags
Fabric or textile gift packaging
cocktail napkins
Calligraphy Pens
Writing instruments
Desktop Organizers
Letter Trays
Event Albums
photo albums
Printed cookbooks and cookbooks
Decorative cords
Textile material ribbons
Ornamental fabric bowls for decoration
Beads for crafts
Floor Mats
Meditation mats
Decorative tapestries
Bath Mats
Fabric wall coverings
Wallpaper
Yoga supports
Meditation Pillows
Yoga Blankets
Meditation Blankets
Yoga Straps
String bags for shopping
Bags
Pet Leashes
Pet collars
Umbrellas
Wine Carrying Cases
Wine bags with handles for carrying or storing wine
Pillows
Outdoor furniture
Home decoration made mainly of textiles
drawer organizers
Pet pillows
Pet beds
Frames
This story originally appeared on The-sun.com read the full story
