Instagram has witnessed a rise in profiles replicating the Duchess of Sussex’s new lifestyle brand – American Riviera Orchard.
Meghan, 42, announced her new business venture on Thursday with a glossy clip plus a few hints about what the venture might entail, which quickly garnered more than 339,000 followers.
The surprise announcement came with considerable speculation about what the venture could be and what the name means.
But despite the lack of clarity, other Instagram users have been quick to echo variations of Meghan’s new Instagram handle, which could pose a risk of fraud once the American Riviera Orchard is up and running.
In less than 24 hours, at least 15 users have created an account under the title American Riviera Orchard – with some already having over 1,000 followers, indicating they may think it’s Meghan’s.
Instagram has seen a surge in users creating handles under variations of the American Riviera Orchard (pictured) following the announcement of Meghan Markle’s new business venture
A majority of accounts using the American Riviera Orchard name also use Meghan’s logo.
The brand’s logo bears a striking resemblance to a royal emblem and appears to be the initials ‘A’ and ‘R’ – presumably to stand for ‘American Riviera’.
The company’s name is written in what appears to be the Duchess’ near-perfect calligraphy.
Elsewhere, other accounts openly claim to be the duchess herself, listing their name as: ‘Meghan, Duchess of Sussex.’
While it’s unclear what the nature of Meghan’s new business is, consumers could be at risk of buying from faulty accounts if it sells products in the future.
It comes after the Duchess of Sussex confused fans with the name of her new lifestyle brand – American Riviera Orchard.
An insider told the Daily Mail that Meghan’s new business will be a ‘lifestyle and cooking brand’ centered around her passions.
And while it seems likely that the brand is focused on lifestyle entertainment, the name – American Riviera Orchard – is still hotly contested online. However, the moniker has personal meaning for the Duchess.
Meghan’s new handle quickly gained 300 thousand followers, while some replica accounts have gained upwards of 1,000. Seen in February 2024
Meghan Markle released the logo for her brand – American Riviera Orchard – via Instagram yesterday
Royal watchers have labeled the brand ‘word salad’ and said it’s ‘not the smartest name’.
Montecito, the area in California where Meghan and Prince Harry, 39, live, is often referred to as the American Riviera.
The Californian city is linked to the northern Mediterranean coast, known as the Riviera, due to its geography and climate.
Although it accounts for part of the name, the meaning behind ‘plantation’ has yet to be revealed.
Despite the partial reasoning, fans remain confused as to why Meghan would make American Riviera Orchard her trademark.
People took to X to express their confusion. One said: ‘ABC News: Meghan Markle launches American Riviera Orchard. What’s that word salad name?’
Another added: ‘I don’t understand the name American Riviera Orchard?’
“I wish Meghan all the best but American Riviera Orchard sounds like a dog’s name at Crufts,” said a third.
A fourth chimed in and wrote: ‘American Riviera Orchard. Not the smartest brand in the world, is it?’
Another asked: ‘She called it American Riviera Orchard? What on earth does that mean? Is she selling apples now?’
It is believed that the American Riviera Orchard refers to the Californian town where Harry and Meghan live, Montecito
Users took to X to comment on the name American Riviera Orchard, with many confused about its meaning
“I’ve been calling for Meghan to return to influence for years, but could she have picked a worse name than American Riviera Orchard,” said a sixth.
Another agreed, saying: ‘I’m sorry but American Riviera Orchard is the clumsiest brand I’ve heard in a long time. All nine syllables just roll off the tongue.’
The Duchess of Sussex’s new project is said to have been in the works for more than a year – and will feature ‘all the things that are close to her heart’.
The flash company is set to coincide with the launch of a new cooking show with Meghan on Netflix – where she will make and sell her own products. It will lead to a book and blog to go along with her cooking shows.
It is understood a trade mark application has been lodged covering cutlery – knives forks spoons – cookbooks and electronic cookbooks, coffee, jam jelly and butter.
It also extends to a physical store from which crockery, mugs, jams, tablecloths and recipe books could be sold.
Meghan’s new project is said to have been in the works for more than a year – and will feature ‘all the things that are close to her heart’
The label is set to function as an extension of her former lifestyle blog The Tig, an insider told Page Six Style
In the new video, Meghan is seen whipping up food in a stunning rustic kitchen, while a woman’s hands are seen arranging pink and white flowers.
The announcement comes on the same night Prince Harry and Prince William are set to make a rare joint appearance at the Diana Legacy Award event at the Science Museum in London – but neither will be in the room at the same time, even virtually.
And it follows a trying week for the royals – after Princess Kate was forced to admit to editing a picture of her and her children that she released on Mother’s Day after the world’s top picture and news agencies – including the PA – ‘ killed’ the image above claims it had been digitally manipulated.
An insider told the Daily Mail: ‘It’s a lifestyle and cooking brand called American Riviera Orchard.
The video starts with a washed out video of a woman arranging white and pink pastel flowers
It then fades to reveal Meghan cooking in a stunning kitchen with copper pots hanging over her head as she whips
‘The brand is intended to coincide with the launch of a new cooking show for Netflix. Meghan will make and sell products such as jam.
‘And at some point there will be a book and blog etc.’
The brand will focus on home, garden, food and general lifestyle goods.
The lavish video comes alongside a series of nine cryptic Instagram posts that make up the brand’s logo along with the name: ‘American Riviera Orchard Montecito’.
Comments have been disabled on the Instagram posts and the page links to a new website of the same name where people can enter their email address and ‘join the waiting list’.
Royal commentator Richard Fitzwilliam told MailOnline: ‘The Sussexes don’t do anything by accident, in my opinion, and timing is often absolutely crucial. We kind of found out over the weekend, and we’ve just been reminded that there may be more shots in their locker than some of us thought. And it’s not by chance.
“For years they’ve been unpredictable, but they’ve been predictable in one way, and that’s the flawless timing when they think it’s beneficial to get information out. They don’t do anything by accident.”
The announcement comes just hours before William is expected to give a speech in person to mark the Diana Legacy Award’s 25th anniversary and present awards to 20 recipients this evening. The Prince of Wales will appear alone at the awards ceremony as his wife Kate is still recovering from stomach surgery.
Harry, who lives in California, will then take part in a video call with the winners, according to reports. However, his involvement will only take place after his brother has left the ceremony.
